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Audience Characteristics and Event Sponsorship Response: The Potential Influence of Demographics, Personal Interests and Values on Brand Awareness and Brand Image

Stephen R. McDaniel (Assistant Professor Department of Kinesiology, University of Maryland, College Park, MD)
Lance Kinney (Assistant Professor, Advertising and Public, Relation University of Alabama, Tuscaloosa AL)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 June 1999

Keywords

Citation

McDaniel, S.R. and Kinney, L. (1999), "Audience Characteristics and Event Sponsorship Response: The Potential Influence of Demographics, Personal Interests and Values on Brand Awareness and Brand Image", International Journal of Sports Marketing and Sponsorship, Vol. 1 No. 2, pp. 15-35. https://doi.org/10.1108/IJSMS-01-02-1999-B003

Publisher

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Emerald Group Publishing Limited

Copyright © 1999 by Winthrop Publications Limited