Managers increasingly seek to develop brand loyalty through sponsorship activities, though
this relationship has not been solidly established. This article models and demonstrates the …

Cobranding, or the use of two brand names on a single product, generally coincides with
higher purchase intentions. Prior research focuses on ingredient co-branding and suggests …

Using a latent growth modeling (LGM) approach, this study examines the controversial role
of perceived sponsor–event fit in inducing changes in brand affect. On the basis of two …

Globalization and technology have expanded the reach of sports teams, giving brand sponsors
new opportunities to engage and build relationships in real time with fans outside a team’…

Purpose This study aims to investigate how organizations can utilize sport sponsorship to
build their corporate social responsibility (CSR) image effectively, by examining the attributes …

The objective of this study is to analyse investors’ perceptions of sponsorship’s ability to
increase brand equity, through the impact of sponsorship announcement on stock market value. …

Purpose – This paper aims to examine the impacts of consumer ethnocentrism, animosity
and cosmopolitanism on the effects of sponsorships on brand affect and brand trust, using …

Brand sponsorship connects brands with large, passionate audiences. The sponsorship
literature emphasizes the importance of brand sponsor–team congruence; however, prior …

The present research employs the Assess Symptoms, Diagnose Causes, Identify and Test
Interventions paradigm to measure, understand, and address a grand challenge facing …

Sport events organizers have recently undertaken to disclose to the general public instances
where firms have conspired to ambush the official sponsors. In doing so, they have sought …