Using a latent growth modeling (LGM) approach, this study examines the controversial role of perceived sponsor-event fit in inducing changes in brand affect. On the basis of two longitudinal studies related to the 2010 FIFA World Cup and the 2012 London Olympics, the authors determine that fit...

Cobranding, or the use of two brand names on a single product, generally coincides with higher purchase intentions. Prior research focuses on ingredient co-branding and suggests that attitude towards both the primary and the secondary brands and congruence between the brands are important...

The objective of this study is to analyse investors' perceptions of sponsorship's ability to increase brand equity, through the impact of sponsorship announcement on stock market value. An event study method, based on a unique sample of 293 worldwide sponsorship announcements from 2010, shows...

The current study details how marketing campaigns featuring event-typical ads adapted to sporting events (e.g., a car ad that displays its brand logo on an Olympic podium) affect brand attitudes and incentive-aligned brand choice in more positive ways than proven advertising strategies such as...

Learning Objectives - By reading this chapter readers should be able to: - Distinguish between sponsorship, ambush marketing, incidental ambush and other communication tools. - Understand the benefits of ambush marketing. - List various ambush marketing strategies. - Develop strategies to...

Managers increasingly seek to develop brand loyalty through sponsorship activities, though this relationship has not been solidly established. This article models and demonstrates the impact of sponsorship on brand loyalty. The studied concepts and relationships emerge from both the sponsorship...

Purpose: Sport events organizers have recently undertaken to disclose to the general public instances where firms have conspired to ambush the official sponsors. In doing so, they have sought to sensitise audiences to sponsors’ valuable contribution. However, what is the effect of such...

Sponsors increasingly shift from large professional to community-based properties, as these can deliver an engaged audience and enable sponsors to demonstrate their corporate social responsibility (CSR). This research comprises two studies and shows that community-based sponsorship may improve...