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The influence of event-related factors on sport fans' purchase intention : a study of sponsored products during televised sporting events

Rai, Jaskirat Singh; Cho, Heetae; Yousaf, Anish; Itani, … - In: Asia Pacific journal of marketing and logistics 36 (2024) 1, pp. 85-105

Persistent link: https://www.econbiz.de/10014486666

How Fit Connects Service Brand Sponsors with Consumers’ Passions for Sponsored Events

Lacey, Russell; Scheinbaum, Angeline Close - 2013

Despite the strong trend for service brands sponsoring events, the literature provides few theory-based and field … service brands (AT&T: n=563 and United Community Bank: n=435) operating at different levels of corporate sponsorship of the … typically communicated at sports events. The results do not reveal that tested individual brand sponsor congruity moderates …

Persistent link: https://www.econbiz.de/10014160320

When the face of the ad is bigger than the brand : how Zlatan Ibrahimović redefined advertising with athletes

Papp-Váry, Árpád Ferenc - In: Administrative Sciences : open access journal 15 (2025) 4, pp. 1-31

Persistent link: https://www.econbiz.de/10015399726

Exploring the relationships between brain wave and customer-perceived value after watching sports products commercials

Iravaninezhad, Nasim; Sajjadi, Seyed Nasrollah; … - In: International journal of applied management science : IJAMS 16 (2024) 4, pp. 397-413

Persistent link: https://www.econbiz.de/10015210310

The impact of brand-event fit in virtual advertising on sport television viewers’ brand attitudes

Park, Sangchul; Inoue, Yuhei - In: Sport marketing quarterly : preferred journal of the … 27 (2018) 4, pp. 250-263

Persistent link: https://www.econbiz.de/10012000633

The impact of brand attribution for an innovative sports product introduced on the fitness market in France

Mischler, Sarah; Pichot, Lilian - In: International journal of sports marketing & sponsorship 25 (2024) 1, pp. 109-124

Persistent link: https://www.econbiz.de/10014504952

Brand image transfer from team to sponsor : how effective is it to sponsor a football team with little success?

Santos, Manuel Alonso dos; Moreno, Ferran Calabuig; … - In: International journal of sport management and marketing … 19 (2019) 5/6, pp. 371-388

Persistent link: https://www.econbiz.de/10012168852

It works two ways : impacts of sponsorship alliance upon sport and sponsor image

Kelly, Sarah Jane; Ireland, Michael; Mangan, John E.; … - In: Sport marketing quarterly : preferred journal of the … 25 (2016) 4, pp. 241-259

Persistent link: https://www.econbiz.de/10011635486

Capitalising on CSR-based partnerships in sports branding and sports sponsorship

Cortsen, Kenneth - In: International journal of sport management and marketing … 15 (2014) 1/2, pp. 75-97

Persistent link: https://www.econbiz.de/10011504055

The influence of sport sponsorship on brand equity in South Africa

Maanda, Penelope Maserame; Abratt, Russell; Mingione, … - In: Journal of promotion management : innovations in … 26 (2020) 6, pp. 812-835

Persistent link: https://www.econbiz.de/10012258108