Similar Search Results

What drives sponsorship effectiveness? : an examination of the roles of brand community identification, brand authenticity, and sponsor-club congruence

Moharana, Tapas Ranjan; Bhattacharjee, Debashree Roy; … - In: Psychology & marketing 40 (2023) 6, pp. 1211-1236

Persistent link: https://www.econbiz.de/10014291839

Socially responsible or financially exploitative? : sports fans' views of the response by sportswear brands to athlete activism in the USA

Cleland, Jamie; Cashmore, Ellis; Dixon, Kevin; … - In: International journal of sport management and marketing … 24 (2024) 1, pp. 23-39

Persistent link: https://www.econbiz.de/10015066412

Brand celebrities : analysis of celebrity sponsorship posts on Facebook

Greve, Goetz; Schlüschen, Andrea; Fantapié Altobelli, … - In: International journal of internet marketing and … 17 (2022) 1/2, pp. 77-110

Persistent link: https://www.econbiz.de/10014318182

Impact of Facebook marketing on Lebanese athletes' decision-making process

Daou, Lindos; Sarkis, Nada; Nader, Youssef - In: International journal of sport management and marketing … 18 (2018) 5, pp. 402-416

Persistent link: https://www.econbiz.de/10011989452

Effect of ambush marketing on attitude and purchase intention in the social media context : misidentification and identification

Lin, Yi-Hsiu; Chen, Chen-Yueh; Chou, Ya-Lun; Yeh, Chia-Jun - In: European Sport management quarterly : ESMQ 23 (2023) 1, pp. 207-226

Persistent link: https://www.econbiz.de/10014282744

Introducing branded communities in sport for building strong brand relations in social media

Popp, Bastian; Woratschek, Herbert - In: Sport management review 19 (2016) 2, pp. 183-197

Persistent link: https://www.econbiz.de/10011475594

We love to hate them! : social media-based anti-brand communities in professional football

Popp, Bastian; Germelmann, Claas Christian; Jung, Benjamin - In: International journal of sports marketing & sponsorship 17 (2016) 4, pp. 349-367

Persistent link: https://www.econbiz.de/10011608086

Becoming more than an athlete : developing an athlete's personal brand using strategic philanthropy

Kunkel, Thilo; Doyle, Jason; Na, Sangwon - In: European Sport management quarterly : ESMQ 22 (2022) 3, pp. 358-378

Persistent link: https://www.econbiz.de/10013271113

Satellite fans engagement with social networking sites influence on sport team brand equity : a UGT perspective

Ahiabor, Daniel Kofi; Kosiba, John Paul Basewe; Gli, … - In: Digital business 3 (2023) 2, pp. 1-11

, contributing, and creating activities) on sports teams' brand equity. Data for the study were obtained from 347 respondents who … followed their favourite sports teams on SNS. Partial least squares structural equation modeling (PLS-SEM) was used to analyse … engagement behaviour. Also, customer engagement behaviour, that is, consuming and contributing activities, influences sports …

Persistent link: https://www.econbiz.de/10014476457

Alcohol, sponsorship, and new media activation : an investigation of Molson Canadian and the 2014 Olympic Games

Geurin, Andrea N.; Gee, Sarah - In: International journal of sport management and marketing … 15 (2014) 5/6, pp. 322-339

Persistent link: https://www.econbiz.de/10011504122