An evaluation of the effectiveness of rugby event sponsorship: A study of Dove Men+Care and the Welsh Rugby Union

Thomas, Robert James 2014. An evaluation of the effectiveness of rugby event sponsorship: A study of Dove Men+Care and the Welsh Rugby Union. Journal of Product & Brand Management 23 (4/5) , pp. 304-321. 10.1108/JPBM-03-2014-0533

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Abstract

The aim of this study is to evaluate rugby fans’ attitudes toward financial sponsorship, specifically event sponsorship and Dove Men+Care and its association with the Welsh Rugby Union. The study examines four issues: How do rugby fans perceive event sponsorship? How does such sponsorship affect consumption choices? Do fans engage in long-term relationships with the event’s sponsoring brand? Are relationships affected by the event sponsor’s engagement with other international teams and rugby events?

Item Type:	Article
Date Type:	Published Online
Status:	Published
Schools:	Business (Including Economics)
ISSN:	1061-0421
Last Modified:	11 Aug 2022 11:30
URI:	https://orca.cardiff.ac.uk/id/eprint/150394

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