Is oppositional loyalty moderated by the degree of rivalry?

dc.contributor.author	Bergh, Christoffer
dc.contributor.author	Dyrnes, Nils Ivar
dc.date.accessioned	2018-12-19T12:18:52Z
dc.date.available	2018-12-19T12:18:52Z
dc.date.issued	2018
dc.identifier.uri	http://hdl.handle.net/11250/2578323
dc.description	Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2018	nb_NO
dc.description.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.	nb_NO
dc.language.iso	eng	nb_NO
dc.publisher	Handelshøyskolen BI	nb_NO
dc.subject	markedsføringsledelse	nb_NO
dc.subject	marketing	nb_NO
dc.subject	management	nb_NO
dc.subject	strategisk	nb_NO
dc.subject	strategic	nb_NO
dc.title	Is oppositional loyalty moderated by the degree of rivalry?	nb_NO
dc.type	Master thesis	nb_NO