TY  - JOUR
AB  - Sponsorship has seen a rapid growth in recent years in both the dollars devoted to it and its prominence as a legitimate element of a company’s promotional mix. As traditional media have become more expensive and cluttered, sponsorship is viewed as a cost‐effective alternative. As an element of the promotional mix, sponsorship has been a stepchild when it comes to a careful understanding of how it works and its effect on consumers. While the promotional element of advertising has been carefully researched, sponsorship has rarely undergone systematic study. It is usually mentioned as “war stories” of specific examples which worked well for a company. Discusses the definitional dilemma of sponsorship, and proposes a revised definition. As a step towards better understanding the effects of sponsorship on consumers, develops and empirically tests scales for three attitudinal constructs: attitude towards the event; attitude towards commercialization; and attitude towards behavioural intent. Results show that the three constructs consistently appear across three global sports events. Discusses future research agenda and managerial implications.
VL  - 14
IS  - 3
SN  - 0265-1335
DO  - 10.1108/02651339710170230
UR  - https://doi.org/10.1108/02651339710170230
AU  - Lee Myung‐Soo
AU  - Sandler Dennis M.
AU  - Shani David
PY  - 1997
Y1  - 1997/01/01
TI  - Attitudinal constructs towards sponsorship: Scale development using three global sporting events
T2  - International Marketing Review
PB  - MCB UP Ltd
SP  - 159
EP  - 169
Y2  - 2024/04/24
ER  -