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Sport Sponsorship: Evaluating the Sport and Brand Image Match

Michael Musante (Marketing Department Eugene M Isenberg School of Management, University of Massachusetts at Amherst, Amherst, MA 01003 USA)

George R Milne (Marketing Department Eugene M Isenberg School of Management, University of Massachusetts at Amherst, Amherst, MA 01003 USA)

Mark A McDonald (Sport Studies Department, University of Massachusetts at Amherst, Amherst, MA 01003 USA)

ISSN: 1464-6668

Article publication date: 1 March 1999

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