TY  - JOUR
AB  - 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.
VL  - 7
IS  - 2
SN  - 1464-6668
DO  - 10.1108/IJSMS-07-02-2006-B005
UR  - https://doi.org/10.1108/IJSMS-07-02-2006-B005
AU  - Ali Czafrann
AU  - Cornwell T. Bettina
AU  - Nguyen Doan
AU  - Coote Leonard
PY  - 2006
Y1  - 2006/01/01
TI  - Exploring the usefulness of a consumer activity index in the sponsorship-linked marketing context
T2  - International Journal of Sports Marketing and Sponsorship
PB  - Emerald Group Publishing Limited
SP  - 21
EP  - 30
Y2  - 2024/04/18
ER  -