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The role of team identification on the sponsorship articulation-fit relationship
Pontes, Nicolas; Pontes, Vivian; Jin, Hyun Seung; … - In: Journal of sport management : the official journal of … 35 (2021) 2, pp. 117-129
Persistent link: https://www.econbiz.de/10012516325
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Participant or spectator? : comprehending the sport sponsorship process from different perspectives
Koronios, Konstantinos; Thrassou, Alkis; Ntasis, Lazaros; … - In: EuroMed journal of business 19 (2024) 2, pp. 298-313
Persistent link: https://www.econbiz.de/10014557602
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Effect of ambush marketing on attitude and purchase intention in the social media context : misidentification and identification
Lin, Yi-Hsiu; Chen, Chen-Yueh; Chou, Ya-Lun; Yeh, Chia-Jun - In: European Sport management quarterly : ESMQ 23 (2023) 1, pp. 207-226
Persistent link: https://www.econbiz.de/10014282744
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Effect of colours on sponsor recall
Toh, Brendon; Leng, Ho Keat; Phua, Yi Xian Philip - In: Asia Pacific journal of marketing and logistics 35 (2023) 4, pp. 797-808
Persistent link: https://www.econbiz.de/10014285897
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Does the game matter? : analyzing sponsorship effectiveness and message personalization in sport live broadcasts
Herold, Elisa; Breuer, Christoph - In: Journal of sport management : the official journal of … 37 (2023) 4, pp. 290-301
Persistent link: https://www.econbiz.de/10014318084
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Effectiveness of sponsoring the video assistant referee system : a comparative exploratory study
Santos, Manuel Alonso dos; Sánchez-Franco, Manuel J.; … - In: International journal of sports marketing & sponsorship 24 (2023) 2, pp. 221-240
Persistent link: https://www.econbiz.de/10014331362
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The role of brand knowledge in determining sponsorship effectiveness
Donlan, Leah Kathleen - In: Journal of promotion management : JPM 19 (2013) 2, pp. 241-264
Persistent link: https://www.econbiz.de/10009754887
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Building brand equity with cause-related marketing : a comparison with sponsorship and sales promotion
Westberg, Kate; Pope, Nigel - In: Journal of marketing communications 20 (2014) 6, pp. 419-437
Persistent link: https://www.econbiz.de/10010436757
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The long reach of sponsorship : how fan isolation and identification jointly shape sponsorship performance
Mazodier, Marc; Henderson, Conor M.; Beck, Joshua T. - In: Journal of marketing 82 (2018) 6, pp. 28-48
Persistent link: https://www.econbiz.de/10011955017
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If the cause fits, wear it: : jersey sponsorship and the role of congruence, articulation, and CSR-linked marketing
Graeber, Justin; Scheinbaum, Angeline Close - In: Sport marketing quarterly : preferred journal of the … 31 (2022) 3, pp. 171-185
Persistent link: https://www.econbiz.de/10013411471