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Journal of Nonprofit & Public Sector Marketing Volume 26, 2014 - Issue 3
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Articles

Determinants of Consumers’ Attitudes Toward a Sport Sponsorship: A Tale from College Athletics

Yong Jae KoDepartment of Tourism, Recreation, and Sport Management, University of Florida, Gainesville, Florida, USACorrespondence[email protected]
&
Yu Kyoum KimDepartment of Physical Education, Seoul National University, Seoul, South Korea
Pages 185-207 | Published online: 19 Aug 2014

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Read on this site (2)

Yoseph Mamo, Jeffrey D. James & Damon P. S. Andrew. (2022) Consumer Perceptions of Sport Sponsor’s Corporate Social Responsibility Activities. Journal of Global Sport Management 7:1, pages 135-157.
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Giulio Toscani & Gerard Prendergast. (2019) Arts Sponsorship Versus Sports Sponsorship: Which Is Better for Marketing Strategy?. Journal of Nonprofit & Public Sector Marketing 31:4, pages 428-450.
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Articles from other publishers (11)

Taeahn Kang & Hirotaka Matsuoka. (2022) Sponsoring many or few sports properties? Moderated mediation effect of perceived sponsor ubiquity depending on sponsor–property fit. Journal of Business & Industrial Marketing 38:4, pages 774-787.
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M. Alonso-Dos-Santos, S. Mohammadi & F. Velasco Vizcaíno. (2023) The effect of articulation in sports posters on betting behavior. Humanities and Social Sciences Communications 10:1.
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Konstantinos Koronios, Alkis Thrassou, Lazaros Ntasis & Georgia Sakka. (2022) Participant or spectator? Comprehending the sport sponsorship process from different perspectives. EuroMed Journal of Business.
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Pedro Cuesta-Valiño, Pablo Gutiérrez-Rodríguez & Cristina Loranca-Valle. (2022) Sponsorship image and value creation in E-sports. Journal of Business Research 145, pages 198-209.
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M. Alguacil, J. Núñez-Pomar, F. Calabuig, P. Escamilla-Fajardo & I. Staskeviciute-Butiene. (2021) Creation of a brand model through SEM to predict users’ loyalty and recommendations regarding a public sports service. Heliyon 7:6, pages e07163.
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Daehwan Kim, Yongjae Ko, J. Lucy Lee & Yong Cheol Kim. (2019) The impact of CSR-linked sport sponsorship on consumers’ reactions to service failures. International Journal of Sports Marketing and Sponsorship 21:1, pages 70-90.
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Terry Eddy & Benjamin Colin Cork. (2019) Sponsorship antecedents and outcomes in participant sport settings. International Journal of Sports Marketing and Sponsorship 20:1, pages 26-42.
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Terry Eddy, Lamar Reams & Brendan Dwyer. 2019. Understanding Rivalry and Its Influence on Sports Fans. Understanding Rivalry and Its Influence on Sports Fans 182 204 .
Helen Dixon, Maree Scully, Melanie Wakefield, Bridget Kelly, Simone Pettigrew, Kathy Chapman & Jeff Niederdeppe. (2018) The impact of unhealthy food sponsorship vs. pro-health sponsorship models on young adults’ food preferences: a randomised controlled trial. BMC Public Health 18:1.
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Yong Jae Ko, Yonghwan Chang, Chanmin Park & Frikkie Herbst. (2017) Determinants of consumer attitude toward corporate sponsors: A comparison between a profit and nonprofit sport event sponsorship. Journal of Consumer Behaviour 16:2, pages 176-186.
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Minjung Sung & Woo-Young Lee. (2016) What makes an effective CSR program? An analysis of the constructs of a cause-related participant sport sponsorship event. International Journal of Sports Marketing and Sponsorship 17:1, pages 56-77.
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