This paper outlines how managers involved in sponsorship decisions view the impacts of different levels of sponsorship on brand equity. The moderating role of fit between sponsor and sponsee is also investigated. The study participants were managers involved in sponsoring football clubs in the...

Purpose – When assessing the psychometric properties of measures and estimate relations among latent variables, many studies in the social sciences (including management and marketing) often fail to comprehensively appraise the directionality of indicants. Such failures can lead to model...

Purpose: This paper aims to test the model of goal-directed behavior (MGB) in the prediction of entrepreneurial intentions of high school students. It also uncovers heterogeneity and differences in structural paths. The study aims to expand the toolbox of theoretical models that are useful to...

Purpose: Though the videogame literature is thriving, little remains known regarding the effectiveness of pop-up ads that appear in videogames. Addressing this gap, this study, therefore, aims to explore pop-up ads as an important tool to prompt gamer-perceived advertisement value and their...

This study examines the impact of transgressions committed by team members in professional sport on the sports organisation's relationship with its sponsors. In-depth interviews were conducted with sporting administrators to identify potential moderators and responses that may occur as a result...

This paper outlines how sponsorships can be beneficial or harmful to events. Using an experimental design and focusing on association transfers surrounding a snowboarding event, we illustrate that the sponsoring brand associations have a significant effect on the associations of the event. Our...