This study examines whether a company’s sports sponsorship plays a buffering role that mitigates negative consumer … for group allocation. The results indicated that attitude and image formation changed considerably when sports sponsorship … in the experimental results, sports sponsorship affects corporate brand attitude and purchase intention. …

Despite the strong trend for service brands sponsoring events, the literature provides few theory-based and field … service brands (AT&T: n=563 and United Community Bank: n=435) operating at different levels of corporate sponsorship of the … typically communicated at sports events. The results do not reveal that tested individual brand sponsor congruity moderates …

Purpose - The purpose of this study is to single out the key variables in the sport sponsorship relationship, and more … involved in the sports club and in basketball in general. As a result, the overall accuracy of the identified sponsors may have … that the results came from only one type of sport and also from sport fans of a specific club, makes their generalization …