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Beyond purchase intention in sports sponsorship : an alternative approach to measuring brand equity using best-worst scaling
Almaiman, Khaled Hamad; Ang, Lawrence; Winzar, Hume - In: European journal of marketing 58 (2024) 13, pp. 1-29
Persistent link: https://www.econbiz.de/10015198448
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An experimental investigation into the efficacy of sport intellectual property : exploring the effects of congruence, brand equity, and articulation
Jensen, Jonathan A.; Smith, Danielle Kushner - In: Sport marketing quarterly : preferred journal of the … 33 (2024) 2, pp. 116-134
Persistent link: https://www.econbiz.de/10014635122
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Are gambling company sports sponsorships a losing game? : investigating consumer responses on gambling, brand and team outcomes
De Jans, Steffi; Hudders, Liselot; Constandt, Bram - In: International journal of advertising : the review of … 43 (2024) 6, pp. 933-959
Persistent link: https://www.econbiz.de/10015050102
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"If you ain't first, you're last!" : understanding identity threat, team identification, and advertisement messages when your favorite team loses
Kwak, Dae Hee; Pradhan, Sean - In: Journal of sport management : the official journal of … 35 (2021) 2, pp. 158-171
Persistent link: https://www.econbiz.de/10012516328
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Impacts of game attractiveness and color of message on sport viewers' attention to prosocial message : an eye-tracking study
Oboudi, Behnam; Elahi, Alireza; Akbari Yazdi, Hossein; … - In: Sport, Business and Management : an international … 13 (2023) 2, pp. 213-227
Persistent link: https://www.econbiz.de/10014317623
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Influenced by media brands? : a conjoint experiment on the effect of media brands on online media planners' decision-making
Kouki-Block, Monia; Wellbrock, Christian M. - In: Journal of media business studies 19 (2022) 1, pp. 29-51
Persistent link: https://www.econbiz.de/10012821108
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Comparing direct and indirect branding in advertising
Hartnett, Nicole; Romaniuk, Jenni; Kennedy, Rachel - In: Australasian marketing journal 24 (2016) 1, pp. 20-28
Persistent link: https://www.econbiz.de/10011484613
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The effects of word-of-mouth incentivization on consumer brand attitude
Pongjit, Chompunuch; Beise-Zee, Rian - In: The journal of product & brand management 24 (2015) 7, pp. 720-735
Persistent link: https://www.econbiz.de/10011416934
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It is not about what you read, but how you read it : the effects of sequencing rational and emotional messages on corporate and product brand attitudes
Lim, Weng Marc; Teh, Pei-Lee; Ahmed, Pervaiz K. - In: Journal of strategic marketing 26 (2018) 4, pp. 339-355
Persistent link: https://www.econbiz.de/10011903318
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When perceived ability to influence plays a role : brand co-creation in Web 2.0
Kennedy, Eric; Guzman, Francisco - In: The journal of product & brand management 26 (2017) 4, pp. 342-350
Persistent link: https://www.econbiz.de/10011777351