Purpose – Sport events organizers have recently undertaken to disclose to the general public instances where firms have conspired to ambush the official sponsors. In doing so, they have sought to sensitise audiences to sponsors' valuable contribution. However, what is the effect of such...

Purpose This study aims to investigate how organizations can utilize sport sponsorship to build their corporate social responsibility (CSR) image effectively, by examining the attributes of a sports property that are most conducive to a sponsor gaining CSR image benefits....

Purpose – This paper aims to examine the impacts of consumer ethnocentrism, animosity and cosmopolitanism on the effects of sponsorships on brand affect and brand trust, using latent growth modelling (LGM) to disentangle the static and dynamic components of brand affect and brand trust....

Using a latent growth modeling (LGM) approach, this study examines the controversial role of perceived sponsor-event fit in inducing changes in brand affect. On the basis of two longitudinal studies related to the 2010 FIFA World Cup and the 2012 London Olympics, the authors determine that fit...

The objective of this study is to analyse investors' perceptions of sponsorship's ability to increase brand equity, through the impact of sponsorship announcement on stock market value. An event study method, based on a unique sample of 293 worldwide sponsorship announcements from 2010, shows...