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Investigating the different congruence effects on sports sponsor brand equity

Wang, Michael Chih-Hung - In: International journal of sports marketing & sponsorship 18 (2017) 2, pp. 196-211

Persistent link: https://www.econbiz.de/10011709619

The role of sports sponsorship in negative new stories about a brand : approach the halo effect

Cui, Ge-Qi; Lee, Jung-Yong; Jin, ChangHyun - In: Cogent business & management 6 (2019), pp. 1-20

This study examines whether a company’s sports sponsorship plays a buffering role that mitigates negative consumer … for group allocation. The results indicated that attitude and image formation changed considerably when sports sponsorship … in the experimental results, sports sponsorship affects corporate brand attitude and purchase intention. …

Persistent link: https://www.econbiz.de/10012622512

Fan sponsor acceptance : so, you want to join our sports in-group?

Vance, Lenny; Raciti, Maria; Lawley, Meredith - In: Services marketing quarterly 44 (2023) 1, pp. 103-120

Persistent link: https://www.econbiz.de/10013546193

What drives sponsorship effectiveness? : an examination of the roles of brand community identification, brand authenticity, and sponsor-club congruence

Moharana, Tapas Ranjan; Bhattacharjee, Debashree Roy; … - In: Psychology & marketing 40 (2023) 6, pp. 1211-1236

Persistent link: https://www.econbiz.de/10014291839

Drivers of brand image improvement in sports-event sponsorship

Grohs, Reinhard - In: International journal of advertising : the quarterly … 35 (2016) 3, pp. 391-420

Persistent link: https://www.econbiz.de/10011567052

The color of support : the effect of sponsor-team visual congruence on sponsorship performance

Henderson, Conor M.; Mazodier, Marc; Sundar, Aparna - In: Journal of marketing 83 (2019) 3, pp. 50-71

Persistent link: https://www.econbiz.de/10012175992

Determinants of consumers' attitudes toward a sport sponsorship : a tale from college athletics

Ko, Yong Jae; Kim, Yu Kyoum - In: Journal of nonprofit & public sector marketing 26 (2014) 3, pp. 185-207

Persistent link: https://www.econbiz.de/10010490409

Sponsoring esports to improve brand image

Freitas, Bruno Duarte Abreu; Contreras-Espinosa, Ruth Sofia - In: Scientific Annals of Economics and Business 67 (2020) 4, pp. 495-515

Persistent link: https://www.econbiz.de/10012668053

The influence of alcohol on advertising perception and recall during a sports viewing experience

Ellert, Guido; Schafmeister, Guido; Mueller, Florian; … - In: European Sport management quarterly : ESMQ 14 (2014) 2, pp. 153-170

Persistent link: https://www.econbiz.de/10010376554

Measuring ambush-marketing and sponsorship effects : a football consumer response approach

Chanavat, Nicolas; Martinent, Guillaume - In: Journal of strategic marketing 29 (2021) 2, pp. 158-180

Persistent link: https://www.econbiz.de/10012484045