Sport atmospherics' influence on the event experience / Mauro Palmero, University of Missouri, United States, Kelly Price, East Tennessee State University, United States -- The marketing implications of up-and-coming sports and of official international sports rating systems / Raymond Stefani,...

Purpose: This paper investigates the influence of firms' communication in terms of family firm identity and country-of-origin on consumer response. Design/methodology/approach: A self-supplied online experiment in Chile and Spain is employed using as dependent variables brand trust and...

Purpose: Communicating the identity of a family business generates positive results in consumer response. The paper aims to understanding how the efficient transmission of family identity can influence consumer behavior is essential for designing family firms' marketing communication...

Purpose: The objective is to examine the influence of articulation on the effectiveness of sports sponsorship. Design/methodology/approach: This research uses an experimental design with the following factors: articulation (articulated vs unarticulated), congruence (congruent and incongruent)...

Purpose: The aim of this study is to examine the influence of perceived sponsorship leverage on perceived product quality and the image transfer model, under moderation by fan involvement. Design/methodology/approach: A self-report online survey was carried out after the 2018 FIFA World Cup in...

Purpose: The purpose of this paper is to represent a pilot study which aims to explore the attention to sponsorship variable by assessing the level of congruence linked to both the sponsor and the sponsored entity (sponsee). Design/methodology/approach: This research performed an experiment...

Purpose: The purpose of this paper is to examine the influence of congruence (perceived and effective) and the level of visual attention towards sponsors on recall and purchase intention in sports sponsorship by applying neurophysiological measures. Design/methodology/approach: This study is...

Purpose: The purpose of this paper is to assess the influences and efficiency of a sports sponsorship in an online brand community. Design/methodology/approach: The study was conducted through interviews with 609 social network users of a Spanish first league soccer team. The partial least...