Drawing from image-elicited depth interviews, we investigate whether consumers pursue
the consumption of authentic objects with specific personal goals in mind. We find that …

hsp82 is one of the most highly conserved and abundantly synthesized heat shock proteins
of eucaryotic cells. The yeast Saccharomyces cerevisiae contains two closely related genes …

Postmodern consumers use brands to create an authentic self and to reconnect to place,
time, culture and others. Although previous research has identified that consumers draw on a …

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 …

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 …

Few studies have considered sponsorship from a relationship perspective. This is despite
evidence that sponsors and sport entities engage in long-term, mutually beneficial, …

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…

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 …

This global study analyzes ambush marketing from the perspective of the sponsor and sport
entity as partners in a business-to-business relationship. While it remains a real threat to the …

The sponsorship relationship has evolved considerably over the past few years. As a result,
the value delivered to both sponsors and the sports entities with which they form …