The Influence of Sport Sponsorship Communication on Sport Fans ’ Rating of Retail Service Quality

@inproceedings{Lee2013TheIO,
  title={The Influence of Sport Sponsorship Communication on Sport Fans ’ Rating of Retail Service Quality},
  author={Sanghak Lee and Seung-Chang Lee},
  year={2013}
}
Sport sponsorship has grown tremendously as the development of sport media, and popular companies such as Coca-Cola, Nike, Toyota, and Samsung have used sport sponsorship as one of their marketing communication channels. In addition, retailers (e.g., Home Depot, Target, Lotte Department Store) have become involved in sponsorship to achieve their marketing… CONTINUE READING