Purpose – Sport is a global product and service that many people around the world enjoy playing, watching and participating in. Whilst there has been an abundance of global media attention on sporting events such as the Olympics and World Football Cup, there seems to be a lack of integration...

Many technological innovations have occurred within the past decade that have revolutionized the banking industry. The most important has been the Internet and the emergence of mobile-commerce (m-commerce). The aim of this paper is to investigate how Wireless Application Protocol (WAP) banking...

Purpose – The aim of this paper is to understand the behavior that Australian youths have towards wireless application protocol (WAP) banking. Design/methodology/approach – This paper is based on a quantitative study of the youth market in Australia. Social cognitive theory is utilized to...

Purpose – Using a stakeholder perspective, this paper aims to investigate the effectiveness of sponsorship as a business investment by assessing the impact of sponsorship announcements on the shareholders' reactions of the sponsoring firms. These reactions are examined in two different...

Purpose – The purpose of the current study is to advance understanding of sponsorship effectiveness by investigating the impact of the quality of the relationship between a consumer and a sport property on sponsorship effectiveness. Design/methodology/approach – A model was developed to...

Purpose – The purpose of this paper is to review the existing literature on sponsorship‐linked marketing and to present a set of research propositions. Design/methodology/approach – The approach to the research propositions was to explore the existing literature to discover areas where...

Purpose – While various scholars have identified relationship marketing objectives as a rationale for sports sponsorship engagement, analytic investigations of the implications of a relational approach to the corporate sponsorship network have been slow to materialize. The purpose of this...