Why sports fans find this brand violation a game winner
Tuesday, May 28, 2019 - 21:07
in Physics & Chemistry
Researchers from University of Oregon and Zayed University (UAE) published a new paper in the Journal of Marketing, which finds that sports fans exhibit more favorable attitudes towards sponsors who adopt the team colors, such as Anheuser Busch customizing Bud Light beer cans to match each NFL team it sponsors. Fans exhibit a higher likelihood to visit, buy, and recommend the sponsor.