The congruence or fit between a sponsored brand (i.e., brand of a team, league, or event) and sponsoring firm is a central tenet of sponsorship research. The influence of such congruence on the sponsored brand however, has received scant attention. This question is important because the strength...

International products can achieve mass adoption in some countries, while languishing outside the mainstream in other countries. Theoretically, global organisations can manage market entry and divergent demand by practicing a niche portfolio strategy that requires marketers to appropriately...

Although prior research examined sponsorship announcements, differences in abstraction and when sponsorships are announced have been neglected. Based on Construal Level Theory, the effects of sponsorship announcement informativeness (abstract/concrete), personal level of construal (PLC;...

By analyzing the global financial markets' valuation of commercial sponsorships in Formula One (F1) motor racing, this paper advances research in the emerging area of return-on-investment of marketing resources. While previous research indicates U.S. markets approve of similar promotional...

While rivalry debates rage among soccer fans and the media, scholars have focused much of their research on clashes between specific clubs that share a considerable history of competition. Yet, historical conflict is just one of several elements that contribute to enduring sports rivalries, and...

Purpose – Advances in technology allow fans to consume live broadcasts of sports events almost anywhere via personal computers, tablets and smartphones. These devices are also frequently utilized as “second screens” to communicate with fellow fans on social media, access additional...

Research Question: Despite pervasive attention to the concept of rivalry, there is neither uniform definition nor universal understanding. The purpose of this paper is to explore sport rivalry and derby matches from the fan perspective and identify the most influential elements that characterize...