McDaniel and Kinney (1994) Ambush marketing revisited: An experimental study of perceived sponsorship effects on brand awareness, attitude toward the brand and purchase intention

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Ambush marketing revisited: An experimental study of perceived sponsorship effects on brand awareness, attitude toward the brand and purchase intention

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CONTRIBUTORS:

	Author:	McDaniel, S. R. (University of Maryland College Park)
	Author:	Kinney, L. (University of Alabama Tuscaloosa)

CONFERENCE NAME:

Assoc. for Education in Journalism and Mass Communication

CONF. LOCATION:

Atlanta

CONFERENCE YEAR:

1994

PUB TYPE:

Conference Presentation

SUBJECT(S):

None

DISCIPLINE:

Business/Management

HTTP:

LANGUAGE:

English

PUB ID:

103-375-698 (Last edited on 2002/10/17 08:55:00 GMT-6)

SPONSOR(S):

CITATIONS: (Display Abstract)

[ 1 | 34 ]

Kinney, L.; McDaniel, S. R.. (1996) Strategic implications of attitude-toward-the-ad in leveraging event sponsorships

(Journal Article in Journal of Sport Management [JSM] )

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