TY  - JOUR
AB  - This paper proposes a framework that focuses on instilling feelings of gratitude within consumers. Participant sports events are often funded largely by sponsorship revenues, and their consumer base is considered to represent an identifiably unique market. These conditions are argued to be favourable for integrating a gratitude framework. A model is presented that depicts gratitude as a mediating mechanism within a reciprocal relationship between the sponsor and the consumers. It includes purchase intentions as the behavioural outcome of gratitude. The findings suggest
that incorporating feelings of gratitude may prove to be advantageous for potential sponsors within the participant sports industry.
VL  - 12
IS  - 1
SN  - 1464-6668
DO  - 10.1108/IJSMS-12-01-2010-B006
UR  - https://doi.org/10.1108/IJSMS-12-01-2010-B006
AU  - Kim Yu Kyoum
AU  - Smith Robert
AU  - James Jeffrey D
PY  - 2010
Y1  - 2010/01/01
TI  - The role of gratitude in sponsorship: the case of participant sports
T2  - International Journal of Sports Marketing and Sponsorship
PB  - Emerald Group Publishing Limited
SP  - 48
EP  - 70
Y2  - 2024/09/24
ER  -