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Theses

Déterminants individuels de l'attitude des consommateurs envers le parrainage

Abstract : This research aims at explaining the determinants of sponsorship in the context of sports events. Approval, the dependant variable, is an indicator of sponsorship effectiveness. The independant variables are : values and time orientation. The study leads to : - a new segmentation of sponsorship's targets, using the spectators' values ; - a new measurement scale of sponsorship approval ; besides, it demonstrates the positive role of spectators' values on sponsorship approval
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https://tel.archives-ouvertes.fr/tel-00488849
Contributor : Yves Bouhin <>
Submitted on : Thursday, June 3, 2010 - 10:28:37 AM
Last modification on : Monday, April 6, 2020 - 2:44:58 PM
Long-term archiving on: : Thursday, December 1, 2016 - 6:18:42 AM

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  • HAL Id : tel-00488849, version 1

Citation

Xavier Moinier. Déterminants individuels de l'attitude des consommateurs envers le parrainage. Gestion et management. Université de la Réunion, 1998. Français. ⟨tel-00488849⟩

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