Effectiveness of the sports sponsorship image transferan experimental application

  1. Raquel Barreda Tarrazona
Revista:
International review on public and nonprofit marketing: official publication of the International Association on Public and Nonprofit Marketing

ISSN: 1865-1984

Año de publicación: 2011

Volumen: 8

Número: 1

Páginas: 89-91

Tipo: Artículo

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Otras publicaciones en: International review on public and nonprofit marketing: official publication of the International Association on Public and Nonprofit Marketing

Resumen

This is a summary of the author’s PhD Thesis, supervised by Teresa Vallet-Bellmunt and Amparo Cervera-Taulet and defended on June 5th, 2009 at the Department of Business Administration and Marketing of the Jaume I University of Castellón (Spain). The thesis is awarded by European Doctorate Mention, it is written in Spanish and it also includes a summary in English. This research work deals with the identification of measures of sports sponsorship effectiveness—specifically, image transfer effectiveness on the basis of the hierarchy of effects model—taking into account the previous research in marketing and using both experimental and structural equation modelling (SEM) methodologies for data analysis.

Fuente de los datos: Dialnet