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Is oppositional loyalty moderated by the degree of rivalry?

Bergh, Christoffer; Dyrnes, Nils Ivar
Master thesis
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URI
http://hdl.handle.net/11250/2578323
Date
2018
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  • Master of Science [1823]
Abstract
Sports sponsorship literature has recently considered potential negative effects

that reduces overall effectiveness. Current literature suggests that the negative

attitudes towards a strong rival team may also be transferred to its sponsor(s). This

research contributes to the topic by examining the possible moderating effect of

the degree of rivalry. The study finds that strong rivalry is a stronger predictor of

the rivalry effect than weak rivalry, but show mixed results in terms of attitude

towards the sponsors.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2018
Publisher
Handelshøyskolen BI

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