Purpose – The purpose of this paper is, first, to assess the influence of four promotional strategies on students' purchase intention for fair trade coffee; and second to examine the effect of attractiveness and credibility of two university sports celebrities on purchase intention for...

Purpose – The purpose of this paper is to consider sponsorship embedded within a brand strategy and how fit between the sponsor's and the sponsored brand provides a platform for the integrated communication of brand values. The importance of a service dimension to the brand in the form of...

Purpose – The purpose of this paper is to propose a model in which fans' team attachment is the determinant of three sponsorship outcomes: sponsor image, purchase intentions, and word of mouth. Furthermore, following the sponsorship literature, the role of sport fans' involvement on the...

Purpose – The purpose of this paper is to investigate the relationships between the brand personality of a sports team and the related consumer outcomes of identification and retail spending. Design/methodology/approach – A field study was conducted with games watched and retail spending as...