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...

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;...

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...

Advertising, promotions, and other marketing communications are commonplace in the contemporary world of sports. Are sports fans irritated and annoyed by this commercial bombardment? This study investigates consumers’ perceptions of commercial messages during televised sporting events. The...