The world of business management, especially in North America, is becoming increasingly interested in emotions. During …

in management science - having been ignored for a long time - that is to say the role played by emotions in organizations … underline the role played by emotions in the learning by failing cycle ; specifically there is a proposal of integrating the …

The concept of congruence has been recently introduced in sponsorship research, whereas it has been already widely … integrated in the literature on brand extensions or advertising effectiveness. We will show the importance of this concept …

The effect of sponsorship on the sponsor brand image has not yet been investigated a lot. This research aims to … contribute to the sponsorship research by two means: to explain the brand image change, we introduce the concept of sponsor … the fit on the brand image is supposed to be curvilinear: this effect is the highest when the sponsor-event pairing is …

Little is known about sponsorship. We propose a conceptual framework explaining the effect of sponsorship on brand … sponsorship. Moreover, three individual variables moderate this effect : implication with the event, implication with the product … category and brand familiarity. …

The effect of sponsorship on the sponsor brand image has not yet been investigated a lot. This research aims to … contribute to the sponsorship research by two means: To explain the brand image change, we introduce the concept of sponsor … methodological point of view, we use the Keller (1993) brand image measure, that is to say, the set of brand associations. The effect …