Purpose – The purpose of this study is to understand the occurrence, formation and magnitude of negative effects for sponsors of rival sports teams and to identify means to counteract negative sponsorship effects. Design/methodology/approach – Surveys measure fans’ identification with...

Sponsorships capture a significant proportion of marketing budgets. In firm evaluations of the effectiveness of sponsorship engagements, image improvements represent the most important company objective. This study develops and tests a framework for explaining how exposure and activity...

This paper identifies factors that support and hinder image transfer in sports sponsorships. It develops a framework of drivers of image transfer and tests the proposed hypotheses empirically at a large sporting event with a number of different sponsors. The results suggest that event-sponsor...

Purpose – The purpose of this paper is to examine Asian consumers' attitudes towards television advertisements (ads) to provide an insight into the antecedents and consequences of liked and disliked ads and the cultural differences that influence these relationships....

Purpose: This paper aims to examine the common situation where the sponsor of an event is replaced and the impact of this situation on consumers’ behavioral intentions toward the new sponsor. Design/methodology/approach: An original conceptual framework was developed to account for...

Purpose – The purpose of this study is to examine likeable executional techniques in advertising across five Asian countries and their impact on purchase intentions. Design/methodology/approach – A total of 1,000 urban young adults in five Asian countries (HK, China, Indonesia, Thailand and...