The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Attention to Sponsor's Promotion
The scale is composed of three, seven-point Likert type statements measuring the subjective likelihood that if a certain company supported a particular event then it would improve the chances that a consumer would attend to and remember the sponsor's promotion. The events examined by Speed and Thompson (2000) were related to sports.
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