Using evaluative conditioning to explain corporate co-branding in the context of sport sponsorship

This paper investigates the mechanism under which attitude formation takes place in corporate co-branding in the context of sport sponsorship.

Using evaluative conditioning to explain corporate co-branding in the context of sport sponsorship

Rodoula H. Tsiotsou

University of Macedonia, Greece

Kostas Alexandris

Aristotle University of Thessaloniki, Greece

T. Bettina Cornwell

University of Oregon, USA