Owing to the strong position of traditional marketing communications (especially advertising) research and consumer marketing related theories in the general field of marketing, the prevailing concepts of communication can be labeled as “mass communicative” in current marketing discourse as...

Despite the fact that commercial sponsorship nowadays is a common phenomenon with salient effects on different aspects of developed societies at large (e.g. sports, the arts, the public sector, the media), academic research interest in this closely marketing‐related field seems to be rather...