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How sponsors should bring relevant-added value to esports

Freitas, Bruno Duarte Abreu; Contreras-Espinosa, Ruth Sofia - In: Scientific Annals of Economics and Business 67 (2020) 3, pp. 363-387

Persistent link: https://www.econbiz.de/10012415618

The cross-effects of sponsorship in non-professional sports communities

Andreini, Daniela; Pedeliento, Giuseppe; Bergamaschi, Mara - In: Management decision : MD 52 (2014) 10, pp. 2044-2068

Persistent link: https://www.econbiz.de/10010462671

Beyond purchase intention in sports sponsorship : an alternative approach to measuring brand equity using best-worst scaling

Almaiman, Khaled Hamad; Ang, Lawrence; Winzar, Hume - In: European journal of marketing 58 (2024) 13, pp. 1-29

Persistent link: https://www.econbiz.de/10015198448

Sponsor- and country-related predictors of sponsorship effectiveness : sponsorship in a national and international environment

Lucas, Christian - 2014

Persistent link: https://www.econbiz.de/10010427923

Configuring perceived fit to mitigate consumer animosity in the context of cross-border sport sponsorships

Angell, Robert J.; Bottomley, Paul; Brečić, Ružica; … - In: European Sport management quarterly : ESMQ 21 (2021) 4, pp. 605-624

Persistent link: https://www.econbiz.de/10012623297

Sponsor- and Country-Related Predictors of Sponsorship Effectiveness : Sponsorship in a National and International Environment

Lucas, Christian - 2015

Groups Researchers and students of Marketing, Sports, Event, & Brand Management Specialists in Sponsorship, Sports, & Event …Christian Lucas investigates the effectiveness of sports sponsorships. Two empirical studies are conducted, based on a … comprehensive literature review. Implications from both studies are derived that can guide sponsorship managers in their daily …

Persistent link: https://www.econbiz.de/10012402227

Brand image, equity, and sports sponsorship

Bibby, David N. - In: Perspectives on cross-cultural, ethnographic, brand …, (pp. 21-99). 2009

This study explores the relationship between brand image and brand equity in the context of sports sponsorship. Keller … model. The study focuses on the sponsorship relationship between the New Zealand All Blacks and their major sponsor and co …

Persistent link: https://www.econbiz.de/10015381684

Strategic brand management in and through sport

Manoli, Argyro Elisavet - In: Journal of strategic marketing 32 (2024) 6, pp. 814-821

Persistent link: https://www.econbiz.de/10015051757

The effect of familiarity on associated sponsor and event brand attitudes following negative celebrity endorser publicity

Doyle, Jason P.; Pentecost, Robin D.; Funk, Daniel C. - In: Sport management review 17 (2014) 3, pp. 310-323

Persistent link: https://www.econbiz.de/10010401060

Sponsor response strategies for avoiding negative brand image effects in a sponsorship crisis : the comparative efficacy of apology, denial and no comment

Uhrich, Sebastian; Flöter, Thomas - In: Marketing : ZFP ; journal of research and management 36 (2014) 4, pp. 257-266

Persistent link: https://www.econbiz.de/10010438085