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...

A sponsor portfolio exists where multiple brands sponsor a single activity or property, such as a sporting event, team, league, or a charity simultaneously. While sponsor portfolios are common in practice, little is known about how the brand perceptions of several concurrent sponsors spill over...

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;...

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...