While many marketing models ignore the influence of financial variables on a firm's marketing strategy, this paper explores the effect of debt on the profit maximizing price for a new product. We assume a duopolistic market structure in which two firms produce a heterogeneous new consumer...

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...

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...