Purpose – The purpose of this study is to explore how event volunteers, athletes and onsite spectators perceive the impact of sport event sponsorship on future purchase intentions of the event sponsor brand. Design/methodology/approach – The research problem was based on propositions by...

Purpose – The purpose of this paper is to bridge the micro-macro divide by trying to integrate the micro-domain's focus on individuals (i.e. managers) with the meso-domain's and macro-domain's focus (i.e. leagues/football clubs and the socio-political environment, respectively). The...

Purpose – Under growing public scrutiny of their behaviour, the vast majority of multinational enterprises (MNEs) have been undertaking significant investments through corporate social responsibility (CSR) in order to close legitimacy gaps. The purpose of this paper is to provide a descriptive...