sponsorship engagements, image improvements represent the most important company objective. This study develops and tests a … that increased sponsorship exposure reduces sponsor image if respondents perceive a low fit between the event and sponsor …

provide evidence that sport sponsorship announcements positively impact stock returns, but this impact differs among sports …This study analyzes the effect of sponsorship announcements on the firm value of sponsoring firms by investigating … sponsorships from different regions and the comparison of sponsorships in different sports, a unique dataset of sponsorship deals …

Being an individual sport, tennis often deals with a specific category of sponsoring: the endorsement. Tennis players … world of sports for sponsoring companies. Thanks to his succes, Federer reached a level where not less than ten partners …

Sponsorship relationships generally are entered into by sponsors seeking brand-related benefits through association … with a sport entity brand. However, negative player behavior can serve as a degenerative episode in the relationship and … episodes and relational outcomes using a series of depth-interviews with sponsors and sport entities. A model is posited that …

objective to provide content in terms of brand image. A tool is the sports sponsorship, a means of communication relevant for … banks, provided however that sport sponsorship is well chosen and that there is match between the values conveyed through … sport and personality of the bank. We propose a methodology to assess the congruence between the image of sports chosen by 5 …

Sport sponsorship represents, nowadays, an indispensable way of attracting additional funds that grants sports … development, an important factor in the very existence of sports entities, sportsmen and sports events. That is why sponsorship … changes that several decrees came to pass. Besides general aspects related to sports sponsorship the article discusses this …

.g., the soccer World Cup and Olympic Games). This study examines how linking CSR to sponsorship affects consumer attitudes … towards sponsoring brands. Schema theory suggests that consumer CSR perception and brand credibility act as serial mediators …. They transfer the positive effects of a CSR-linked sponsorship strategy. These effects only occur for brands with a …

, brand awareness and organizational relations. Generally sport sponsorship and especially football sponsorship have showed …Over the past thirty years, sponsorship has evolved from a small-scale activity in a limited number of developed … countries to a major global industry. Since 1980, sponsorship has been considered an important communication tool and its use in …