2011 •
Sponsorship: associating image attributes with specific sports and particular teams
Authors: Gary Tribou
Venue: International Journal of Sports Marketing and Sponsorship
Type: Publication
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.
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