Sponsorship brand recall at the Euro 2004 soccer tournament

C.P. Barros, C. De Barros, A. Santos, Simon. Chadwick

    Research output: Contribution to journalArticle

    Abstract

    This paper examines the determinants of probability for sponsor brand recall at the Euro 2004 soccer tournament in Portugal. Using a sample of 1,000 people, a survey was administered in Portugal immediately after the tournament to ascertain the significant characteristics that influenced the aimed probability (e.g., age, income, education, perceptions of the event, perceptions of sponsors). Based on 676 usable responses, a random-parameter logit model (mixed logit) was used to deal with unobserved heterogeneity, together with a standard logit model which was also used to analyze the responses. The paper concludes by considering some issues for sponsorship managers
    Original languageEnglish
    Pages (from-to)161-170
    JournalSport Marketing Quarterly
    Volume16
    Issue number3
    Publication statusPublished - 2007

    Fingerprint

    income
    education
    Soccer
    Sponsorship
    Portugal
    Sponsor
    Tournament
    sponsorship
    Mixed logit
    Education
    Logit model
    Unobserved heterogeneity
    Income
    Managers
    Random parameter logit model
    parameter

    Bibliographical note

    The full text of this article is not available from this repository.

    Keywords

    • brand choice
    • brand identification
    • corporate sponsorship
    • consumers
    • attitudes
    • sports sponsorship

    Cite this

    Barros, C. P., De Barros, C., Santos, A., & Chadwick, S. (2007). Sponsorship brand recall at the Euro 2004 soccer tournament. Sport Marketing Quarterly, 16(3), 161-170.

    Sponsorship brand recall at the Euro 2004 soccer tournament. / Barros, C.P.; De Barros, C.; Santos, A.; Chadwick, Simon.

    In: Sport Marketing Quarterly, Vol. 16, No. 3, 2007, p. 161-170.

    Research output: Contribution to journalArticle

    Barros, CP, De Barros, C, Santos, A & Chadwick, S 2007, 'Sponsorship brand recall at the Euro 2004 soccer tournament' Sport Marketing Quarterly, vol. 16, no. 3, pp. 161-170.
    Barros CP, De Barros C, Santos A, Chadwick S. Sponsorship brand recall at the Euro 2004 soccer tournament. Sport Marketing Quarterly. 2007;16(3):161-170.
    Barros, C.P. ; De Barros, C. ; Santos, A. ; Chadwick, Simon. / Sponsorship brand recall at the Euro 2004 soccer tournament. In: Sport Marketing Quarterly. 2007 ; Vol. 16, No. 3. pp. 161-170.
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