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Reputation Burning : Analyzing the Impact of Brand Sponsorship on Social Influencers

Cheng, Mengjie; Zhang, Shunyuan - 2022

The growth of the influencer marketing industry warrants an empirical examination of the effect of posting sponsored videos on an influencer’s reputation. We collect a novel dataset of user-generated YouTube videos created by prominent English-speaking influencers in the beauty and style...

Persistent link: https://www.econbiz.de/10014244227

Owner or endoser? : investigating the effectiveness of celebrity owners of sports teams as endorsers

Roy, Subhadip; Pansari, Anita - In: International journal of sports marketing & sponsorship 15 (2014) 2, pp. 89-106

Persistent link: https://www.econbiz.de/10010258211

The effects of sponsorship on the promotion of sports events

Nuseir, Mohammed T. - In: International journal of business innovation and … 22 (2020) 2, pp. 191-207

Persistent link: https://www.econbiz.de/10012250900

Influences on sponsorship deals in NASCAR : indirect evidence from time on camera

Rotthoff, Kurt William; Depken, Craig A.; Groothuis, … - In: Applied economics 46 (2014) 19/21, pp. 2277-2289

Persistent link: https://www.econbiz.de/10010417274

Fans' resistance to naming right sponsorships : why stadium names remain the same for fans

Woisetschläger, David; Haselhoff, Vanessa; Backhaus, … - In: European journal of marketing : EJM 48 (2014) 7/8, pp. 1487-1510

Persistent link: https://www.econbiz.de/10010414751

Corporate sponsorship in college football : an fMRI study measuring the effectiveness of corporate branding across rival teams

Martin, David S.; Townsend, Kyle M.; Wang, Yun; … - In: Sport marketing quarterly : preferred journal of the … 28 (2019) 4, pp. 209-221

Persistent link: https://www.econbiz.de/10012254429

Banning controversial sponsors : understanding equilibrium outcomes when sports sponsorships are viewed as two-sided matches

Yang, Yupin; Goldfarb, Avi - In: Journal of marketing research : JMR 52 (2015) 5, pp. 593-615

Persistent link: https://www.econbiz.de/10011349903

The effect of endorsers' sports results on their sponsors' performance : the shark fin effect

Nicolau, Juan Luis; Santa Maria, María Jesús - In: International journal of sport finance 19 (2024) 3, pp. 152-163

Persistent link: https://www.econbiz.de/10015046129

Alcohol, sponsorship, and new media activation : an investigation of Molson Canadian and the 2014 Olympic Games

Geurin, Andrea N.; Gee, Sarah - In: International journal of sport management and marketing … 15 (2014) 5/6, pp. 322-339

Persistent link: https://www.econbiz.de/10011504122

New brands : contextual differences and development of brand associations over time

Daniels, Jason; Kunkel, Thilo; Karg, Adam - In: Journal of sport management : the official journal of … 33 (2019) 2, pp. 133-147

Persistent link: https://www.econbiz.de/10011998392

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