Purpose: Given the public availability of secondary data on investments in events such as the Olympics, FIFA World Cup and professional sports, event studies that measure stock market response to these investments have grown. Previous findings are mixed, however, with some studies suggesting...

An empirical investigation based on 222 sports fans of a university basketball team finds that sports enthusiasm and the mere exposure to sponsorship stimuli is positively associated with the awareness of event sponsors. In addition, the findings reveal the negative impact of advertising and...

Despite the now well developed use of sponsorship linked marketing, there have been few methodological advances in the measurement of sponsorship constructs and outcomes. This paper offers a preliminary development of an activity index for use in the sponsorship marketing context. The activity...