To read this content please select one of the options below:

Audience Characteristics and Event Sponsorship Response: The Potential Influence of Demographics, Personal Interests and Values on Brand Awareness and Brand Image

Stephen R. McDaniel (Assistant Professor Department of Kinesiology, University of Maryland, College Park, MD)

Lance Kinney (Assistant Professor, Advertising and Public, Relation University of Alabama, Tuscaloosa AL)

ISSN: 1464-6668

Article publication date: 1 June 1999

Downloads

527

McDaniel, S.R. and Kinney, L. (1999), "Audience Characteristics and Event Sponsorship Response: The Potential Influence of Demographics, Personal Interests and Values on Brand Awareness and Brand Image", International Journal of Sports Marketing and Sponsorship, Vol. 1 No. 2, pp. 15-35. https://doi.org/10.1108/IJSMS-01-02-1999-B003

:

Emerald Group Publishing Limited