Search Results - subject:"Sponsorship evaluation"

Sponsorship and the resource-based view of the firm : effects on the acquisition of resources, demand, the recruitment of human capital, and organizational performance

Jensen, Jonathan A.; Wakefield, Lane; Walkup, Brian - In: Journal of sport management : the official journal of … 37 (2023) 2, pp. 73-87

Persistent link: https://www.econbiz.de/10014246171

Unlocking advertising, activation and sponsorship in an emerging market

Söderman, Sten; Dolles, Harald - In: Sport, Business and Management: An International Journal 5 (2015) 5, pp. 472-492

Purpose – The purpose of this paper is to describe and explain the advertising behavior seen as an activation strategy performed by Olympic sponsors in an emerging market context. It provides insights into the strategic goals related to sponsorship. Design/methodology/approach – The...

Persistent link: https://www.econbiz.de/10015006976

Psychometric comparability of brand personality scale: assessing brand personality matching between sports and corporate sponsors by using the congenerity test

Cho, Sungho; Kang, Joon-Ho - In: International Journal of Sports Marketing and Sponsorship 13 (2012) 4, pp. 53-70

This empirical study examines the psychometric comparability of Aaker's Brand Personality Scale (Aaker, 1997) in sponsorship matching. It employs a structural validation protocol - the congenerity test (Ohanion, 1990) - to investigate the extent to which sports events and sponsors can be...

Persistent link: https://www.econbiz.de/10014811787

Risk management in sports sponsorship: application to human mortality risk

O'Reilly, Norm - In: International Journal of Sports Marketing and Sponsorship 10 (2008) 1, pp. 39-56

of risky sponsees are presented, with two assessed as in-depth case studies. Based on this research, a sponsorship … evaluation framework for sponsors is presented that includes: sponsee selection, risk management, strategic tactics, contingency …

Persistent link: https://www.econbiz.de/10014811615

Successful Sport Sponsorship: Lessons from Association Football - The Role of Research

Miles, Louella - In: International Journal of Sports Marketing and Sponsorship 2 (2001) 4, pp. 85-97

Basic research can make the difference between a successful sponsorship association and a significant marketing failure. In this paper, the importance of using benchmarking is discussed in order to help determine the likely success or failure of any particular sponsorship. It is suggested that...

Persistent link: https://www.econbiz.de/10014811164