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The Influence of a Sports Event Sponsorship on Brand Image and Brand Preference

Phiri, Thabo; Chakauya, Leonard - 2023

This study examines the influence of a sports event sponsorship on brand image and preference. An explanatory and … sponsorship uniquely attached to specific sports teams and where sports supporters are involved in the playing team selection … country and supporter involvement. The study shows that a one-day annual sports event sponsorship effectively influences the …

Persistent link: https://www.econbiz.de/10014360692

Brand images causal relationships in a multiple sport event sponsorship context : developing brand value through association with sponsees

Chanavat, Nicolas; Martinent, Guillaume; Ferrand, Alain - In: European Sport management quarterly : ESMQ 10 (2010) 1, pp. 49-74

Persistent link: https://www.econbiz.de/10003970263

Increasing sponsorship effectiveness through brand experience

Fransen, Marieke L.; Rompay, Thomas J. L. van; … - In: International journal of sports marketing & sponsorship 14 (2012/13) 2, pp. 112-125

Persistent link: https://www.econbiz.de/10009741444

An evaluation of the effectiveness of rugby event sponsorship : a study of Dove Men+Care and the Welsh Rugby Union

Thomas, Robert James - In: The journal of product & brand management 23 (2014) 4/5, pp. 304-321

Persistent link: https://www.econbiz.de/10010422965

Introducing branded communities in sport for building strong brand relations in social media

Popp, Bastian; Woratschek, Herbert - In: Sport management review 19 (2016) 2, pp. 183-197

Persistent link: https://www.econbiz.de/10011475594

We love to hate them! : social media-based anti-brand communities in professional football

Popp, Bastian; Germelmann, Claas Christian; Jung, Benjamin - In: International journal of sports marketing & sponsorship 17 (2016) 4, pp. 349-367

Persistent link: https://www.econbiz.de/10011608086

Out with the old and in with the new : a study of new kit sponsorship and brand associations in the Barclays Premier League

Thomas, Robert James - In: The journal of product & brand management 24 (2015) 3, pp. 229-251

Persistent link: https://www.econbiz.de/10011378282

Old and exciting? : sport sponsorship effects on brand age and brand personality

Hohenberger, Christoph; Grohs, Reinhard - In: Sport management review 23 (2020) 3, pp. 469-481

Persistent link: https://www.econbiz.de/10012295897

Effects of sponsorship quality and quantity on employee brand behavior

Batt, Verena; Holzer, Matthias; Bruhn, Manfred; … - In: The journal of brand management : an international journal 28 (2021) 5, pp. 495-509

Persistent link: https://www.econbiz.de/10012601205

When sports sponsorship incurs brand risk : the roles of team performance, brand familiarity and team identification

Yuan, Shaofeng; Gao, Ying - In: International journal of sports marketing & sponsorship 23 (2022) 4, pp. 767-784

Persistent link: https://www.econbiz.de/10013370491