Purpose This study aims to examine how veganism is “seen” by young adult non-vegan consumers and how prevailing attitudes reinforce or challenge stigmas around veganism. Design/methodology/approach Photovoice methodology was used to explore young non-vegan consumers’ attitudes and beliefs...

Despite increasing attention in the marketing literature devoted to market orientation and relationship marketing issues, the sponsorship relationship has not been examined according to these perspectives. In this study, a number of propositions linking market orientation, collaborative...

Academic research in the area of sports marketing has concentrated on bi‐lateral relationships, such as that linking a sponsor with the recipient of support, or that between the audience and a particular sport. Yet the industry, made of many relationships, involves probably more than the mere...

There is little empirical research that examines the effects of marketing orientation on the two most important relationship marketing concepts, namely trust and commitment. In this paper, the sponsorship relationship is the focus of an empirical investigation aimed at uncovering the potential...

The increasingly important role played by sponsorship in the marketing mix has given rise to the view that it should be considered a strategic activity with the potential to generate a sustainable competitive advantage in the marketplace. This paper extends that line of argument through the...

Corporate managers often invest in sponsorship as a means of associating a firm, its name or its brands, with a particular sport or event. The strength of that association should therefore be a measure of sponsorship success. In this study, four consecutive years of data collected at the...

Social media provide fans with an additional means to engage with their team and are a valuable forum for sport organizations to better understand fan motivations and strengthen fan relationships. This study contributes to emerging research on the nature of social media use by revealing the...