The congruence or fit between a sponsored brand (i.e., brand of a team, league, or event) and sponsoring firm is a central tenet of sponsorship research. The influence of such congruence on the sponsored brand however, has received scant attention. This question is important because the strength...

International products can achieve mass adoption in some countries, while languishing outside the mainstream in other countries. Theoretically, global organisations can manage market entry and divergent demand by practicing a niche portfolio strategy that requires marketers to appropriately...

Although prior research examined sponsorship announcements, differences in abstraction and when sponsorships are announced have been neglected. Based on Construal Level Theory, the effects of sponsorship announcement informativeness (abstract/concrete), personal level of construal (PLC;...

By analyzing the global financial markets' valuation of commercial sponsorships in Formula One (F1) motor racing, this paper advances research in the emerging area of return-on-investment of marketing resources. While previous research indicates U.S. markets approve of similar promotional...

Purpose: The current study was designed to (1) identify core and peripheral market demand for a recurring hallmark sporting event, testing their impact on event identification and behavioral intentions; and to (2) explore the effect of core and peripheral market demand on event identification...