Ending Sponsorship Engagements: Consumer's Perception and Attitudes toward the Withdrawing Sponsor

Project details

Research objective

The ongoing research project deals with the ending phase of sponsorship engagements. It investigates consumers’ perceptions and attitudes toward an exciting sponsor dependent on different ending conditions. Therefore, these conditions are derived based on theoretical thoughts as well as considerations from the sponsorship literature. Several experiments are conducted to test the effect of these conditions on the consumers’ attitude toward an existing sponsor.
Short titleEnding Sponsorship Engagements
StatusNot started


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