The potential contributions of sports sponsorship in impacting the product adoption process Academic Article

abstract

• Benefits sought by businesses that sponsor sports events are discussed and links made between these benefits and the stages of a potential customers product purchase decision-process. The wide variety of benefits are classified into four main categories: increased awareness, enhanced image, product trial or sales opportunities, and hospitality opportunities. The risks associated with business sponsorship of sports events are described, and the medias key role in enhancing a sponsors benefits is discussed. An extensive number of illustrative examples are included. 1996 Chapman & Hall.

authors

• Crompton, John

published proceedings

• Managing Leisure

author list (cited authors)

• Crompton, J. L.

citation count

• 8

complete list of authors

• Crompton, John L

publication date

• January 1996

publisher

• Taylor & Francis  Publisher

published in

• Managing Leisure  Journal

Digital Object Identifier (DOI)

• 10.1080/136067196376302

start page

• 199

end page

• 212

volume

• 1

issue

• 4

URL

• http://dx.doi.org/10.1080/136067196376302