Sponsorship: associating image attributes with specific sports and particular teams

Abstract

This paper examines different means of associating image attributes in sport. The findings reveal that an attribute strongly associated with a specific sport can have almost no association with the sponsor, and vice-versa. Conversely, a low profile attribute can have a strong reference to the sponsor.

Citation

Tribou, G. (2011), "Sponsorship: associating image attributes with specific sports and particular teams", International Journal of Sports Marketing and Sponsorship, Vol. 12 No. 2, pp. 37-51. https://doi.org/10.1108/IJSMS-12-02-2011-B005