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Type: Conference paper
Title: Consumers' orientation toward sport: Does it matter for sponsors?
Author: Palmer, K.
Plewa, C.
Citation: Proceedings of Australian & New Zealand Marketing Academy (ANZMAC) Annual Conference 2009: pp.1-10
Publisher: Monash University
Publisher Place: Australia
Issue Date: 2009
Conference Name: ANZMAC Conference (2009 : Melbourne, Australia)
Statement of
Karen Palmer and Carolin Plewa
Abstract: Sports sponsorship has developed as a prolific research stream, with many authors examining sponsor-property relationships and the influence of various consumer and sport-related factors on sponsorship success. Despite advancement in this area, a number of questions remain, particularly in relation to the consumers’ consumption of sport and its effect on sponsorship. In this paper we conceptualise the moderating role of consumer orientation toward sports on sponsorship effectiveness. As part of the conceptual framework, the role played by self-congruity and brand personality will also be elaborated upon. The paper concludes with a research agenda.
Keywords: Sponsorship
customer orientation towards sport
sponsorship effectiveness
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Appears in Collections:Aurora harvest
Business School publications

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