Lu, Shanshan; Zhu, Weiwei; Wei, Jiuchang - In: International Journal of Sports Marketing and Sponsorship 22 (2020) 2, pp. 220-239
Purpose: This research aims to explore ways to build a corporate media reputation by sponsoring a sports event (i.e. a marathon), by examining the effects of communication intensity, CEO commitment and cause fit that are most conducive to helping a sponsor gain media reputation benefits....