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Sport sponsorship as a booster for customer engagement : the role of activation, authenticity and attitude

Schönberner, Jan; Woratschek, Herbert - In: International journal of sports marketing & sponsorship 24 (2023) 2, pp. 259-277

Persistent link: https://www.econbiz.de/10014331364

Are gambling company sports sponsorships a losing game? : investigating consumer responses on gambling, brand and team outcomes

De Jans, Steffi; Hudders, Liselot; Constandt, Bram - In: International journal of advertising : the review of … 43 (2024) 6, pp. 933-959

Persistent link: https://www.econbiz.de/10015050102

When sponsorship causes anger : understanding negative fan reactions to postings on sports clubs' online social media channels

Weimar, Daniel; Holthoff, Lisa Carola; Biscaia, Rui - In: European Sport management quarterly : ESMQ 22 (2022) 3, pp. 335-357

Persistent link: https://www.econbiz.de/10013271112

Sponsoring many or few sports properties? : moderated mediation effect of perceived sponsor ubiquity depending on sponsor–property fit

Kang, Taeahn; Matsuoka, Hirotaka - In: The journal of business & industrial marketing 38 (2023) 4, pp. 774-787

Persistent link: https://www.econbiz.de/10014227500

Sustainable entrepreneurship and marketing strategy : exploring the consumer "attitude-behavioural intention" gap in the sport sponsorship context

Konstantino, Koronios; Lazaros, Ntasis; Panagiotis, … - In: Entrepreneurial Innovation : Strategy and Competition …, (pp. 53-61). 2022

Persistent link: https://www.econbiz.de/10013342955

The Influence of a Soccer Event Sponsorship on Consumer Attitudes, Perceptions and Sponsorship Awareness

Phiri, Thabo; Chakauya, Leonard - 2023

influenced by a soccer event sponsorship when the sports supporters are involved in the team selection. The study shows how a …This study aims to investigate the influence of a soccer event sponsorship characterised by supporter involvement on … consumer attitudes, perceptions and sponsorship awareness. An explanatory design was adopted and a pre-designed questionnaire …

Persistent link: https://www.econbiz.de/10014359695

Measuring attitudes toward sponsor and purchase intention

Dinh Toan Nguyen; Huy Thong Vu - In: Cogent business & management 9 (2022) 1, pp. 1-18

provided to help enterprises improve the effectiveness of sponsorship activities. …

Persistent link: https://www.econbiz.de/10014425826

The importance of winning : an analysis of the relationship between an athlete's performance and sponsor exposure during televised sports events

Jensen, Jonathan A. - In: International journal of sports marketing & sponsorship 13 (2011/12) 4, pp. 282-294

Persistent link: https://www.econbiz.de/10009615132

"I support your team, support me in turn!" : the driving role of consumers' affiliation with the sponsored entity in explaining behavioral effects of sport sponsorship leveraging a...

Herrmann, Jean-Luc; Kacha, Mathieu; Derbaix, Christian - In: Journal of business research : JBR 69 (2016) 2, pp. 604-612

Persistent link: https://www.econbiz.de/10011436011

Special issue: advances in advertising and sponsorship effectiveness

Cianfrone, Beth A. (ed.); Dees, Windy (ed.) - 2014

Persistent link: https://www.econbiz.de/10011504191