Consumer Reactions to Negative Incidents in Sports Sponsorship:
The aim of this study is to examine consumer reactions to negative incidents of sponsorship contracts for sporting events. Specifically, the paper is an exploratory study of reactions to sponsors of the Tokyo 2020 Olympics (which were actually held in 2021). Sponsorship corruption at the 2020 Olympi...
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| Format: | Article |
| Language: | Japanese |
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Japan Marketing Academy
2023-03-01
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| Series: | Maketingu Janaru |
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| Online Access: | https://www.jstage.jst.go.jp/article/marketing/42/4/42_2023.020/_html/-char/en |