A copy of this work was available on the public web and has been preserved in the Wayback Machine. The capture dates from 2022; you can also visit the original URL.
The file type is
Assessing Spectator Response to Sport Sponsorships at Historically Black Colleges and Universities
Journal of Applied Sport Management
Historically black colleges and universities (HBCUs) have a strong tradition and football following, yet they struggle financially and lack sponsorship revenue. HBCU fans are understudied, and investigating their behavior would help athletic departments. The purpose of this study was to determine HBCU football consumers' response to sponsorships. Spectators' team and university identification, awareness, attitude, loyalty, goodwill, gratitude, and trust of sponsors were examined in relation todoi:10.18666/jasm-2018-v10-i4-9121 fatcat:qc37barr4vcx5gisjug5ncwpdm