Effectiveness of the sports sponsorship image transfer: an experimental application

• Autores: Raquel Barreda Tarrazona
• Localización: International review on public and nonprofit marketing: official publication of the International Association on Public and Nonprofit Marketing, ISSN 1865-1984, Vol. 8, Nº. 1, 2011, págs. 89-91
• Idioma: inglés
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• 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.