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Sponsorship of the 2016 Rio Olympic Games : an empirical examination of the reactions to local sponsors and rival brands / Rui Biscaia, Claudio Rocha

Rocha, Claudio M | Biscaia, Rui

This study examines awareness, congruence, attitudes, and purchase intentions of three local sponsors of the 2016 Rio Olympic Games and their strongest rival brands, and tests the relationships among congruence, attitudes, and purchase intentions of both actual sponsors and their rivals.

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Support of local residents for the 2016 Olympic Games / Claudio M. Rocha, Valdir J. Barbanti, Packianathan Chelladurai | Barbanti, Valdir J

Support of local residents for the 2016 Olymp...

Barbanti, Valdir J | Chelladurai, Packianathan | Rocha, Claudio M

Drawing on social exchange theory, this research explores and describes the structural relationships among (a) expectations of multidimensional positive legacy, (b) evaluations of the government work in preparation for staging, an...

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