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An associative learning account of branding effects of sponsorship

Mao, Luke Lunhua; Zhang, James J.; Connaughton, Daniel P.; … - In: Journal of customer behaviour 12 (2013) 1, pp. 25-51

Persistent link: https://www.econbiz.de/10009758542

Examining consumer attributes associated with collegiate athletic facility naming rights sponsorship : development of a theoretical framework

Chen, Kenneth K.; Zhang, James J. - In: Sport management review 14 (2011) 2, pp. 103-116

Persistent link: https://www.econbiz.de/10009160478

Determinants of purchase intention toward sponsoring product : mediating role of sponsor identification in Korean professional baseball games

Baek, Woo-yeul; Byon, Kevin K.; Jones, Charles W.; … - In: International journal of sport management and marketing … 15 (2014) 5/6, pp. 261-278

Persistent link: https://www.econbiz.de/10011503697

Impact of consumer involvement, emotions, and attitude toward Beijing Olympic Games on branding effectiveness of event sponsors

Mao, Luke L.; Zhang, James J. - In: Sport, Business and Management: An International Journal 3 (2013) 3, pp. 226-245

Purpose – Sponsorship has undeniably become one of the fastest growing global marketing practices. Business corporations seek sponsorship opportunities to actualize their overall organizational objectives, marketing goals, and promotional strategies, particularly to enhance brand equity. This...

Persistent link: https://www.econbiz.de/10015006797

A cross-cultural study of purchase intention of sponsored products based on American and Korean spectators of the 2010 FIFA World Cup South Africa

K. Byon, Kevin; Lee, Soonhwan; A. Baker, Thomas - In: Sport, Business and Management: An International Journal 4 (2014) 2, pp. 158-177

Purpose – The purpose of this paper is: to explain the relative influence of attitude, subjective norm, and perceived behavioral control on purchase intention of the 2010 FIFA World Cup sponsored products; and to compare the purchase intention of American and Korean spectators toward...

Persistent link: https://www.econbiz.de/10015006858