TY  - JOUR
AB  - Perceived fit between a sponsoring brand and an event is considered to be a key sponsorship requirement, but little is known about the variables that are related to perceived fit. Coca - Cola's sponsorship of the 2002 Salt Lake City Winter Olympics is examined to assess relationships between attitude toward the brand, attitude toward the event, and attitude toward sponsorships and brand/event fit. A telephone survey was used to contact 448 consumers. Results indicate that attitude toward the brand is moderately related to brand/event fit and attitude toward sponsorships is significantly related to brand/event fit.
VL  - 4
IS  - 4
SN  - 1464-6668
DO  - 10.1108/IJSMS-04-04-2003-B006
UR  - https://doi.org/10.1108/IJSMS-04-04-2003-B006
AU  - Roy Donald P.
AU  - Graeff Timothy R.
PY  - 2003
Y1  - 2003/01/01
TI  - Influences on Consumer Responses to Winter Olympics Sponsorship
T2  - International Journal of Sports Marketing and Sponsorship
PB  - Emerald Group Publishing Limited
SP  - 67
EP  - 87
Y2  - 2024/04/26
ER  -