Browsing School of Business and Finance by Author "Chang, Yonghwan"
Now showing items 1-1 of 1
-
Determinants of consumer attitude toward corporate sponsors: A comparison between a profit and non-profit sport event sponsorship
Ko, Yong Jae; Chang, Yonghwan; Park, Chanmin; Herbst, Frikkie (Wiley, 2017)The purposes of the present study were to identify key attributes of sponsors that positively influence consumers’ attitude formation and to examine the moderator role of sport event types (nonprofit vs. profit). Based on ...