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Abstract enSport sponsorship is used to support marketing and corporate objectives, such as improving brand image and brand awareness, creating positive attitudes towards the sponsor brand and purchase intentions. Prior research suggests that team’s image is transferred to the sponsor brand. In order to investigate the impact of image transfer this study focuses on relationships between brand attitude and purchase intentions of the spectator with fan identification. By using regression the main purpose of this study is to identify the relationship between team identification, attitude and purchase intentions towards the brands
Abstract enSport sponsorship is used to support marketing and corporate objectives, such as improving brand image and brand awareness, creating positive attitudes towards the sponsor brand and purchase intentions. Prior research suggests that the team's image is transferred to the sponsor brand. In order to investigate the impact of image transfer this study focuses on relationships between brand attitude and purchase intentions of the spectator with fan identification. By using regression the main purpose of this study is to identify the relationship between team identification, attitude and purchase intentions towards the brands.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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