Exploring the usefulness of a consumer activity index in the sponsorship-linked marketing context
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 January 2006
Abstract
Despite the now well developed use of sponsorship linked marketing, there have been few methodological advances in the measurement of sponsorship constructs and outcomes. This paper offers a preliminary development of an activity index for use in the sponsorship marketing context. The activity index seeks to capture the consumer's extended experience with sport (rugby) and considers the relationship of this overall experience to sponsorship-related outcomes of interest. Initial development of the index, based on a convenience sample of 108 people visiting a sports centre, shows promise.
Keywords
Citation
Ali, C., Cornwell, T.B., Nguyen, D. and Coote, L. (2006), "Exploring the usefulness of a consumer activity index in the sponsorship-linked marketing context", International Journal of Sports Marketing and Sponsorship, Vol. 7 No. 2, pp. 21-30. https://doi.org/10.1108/IJSMS-07-02-2006-B005
Publisher
:Emerald Group Publishing Limited
Copyright © 2006 by Winthrop Publications Limited