This study maps the semantic evolution of sponsorship research to develop a richer understanding of how the field has evolved. Using Leximancer text-analytics software, we conduct a content analysis of 841 sponsorship article abstracts from over 150 scholarly journals (1980-2012). We map the...

This paper examined the possibility of an extension of Lind’s and Goldkuhl’s (2005) and Goldkhul (1998) conceptualization of business transaction (in terms of Business Action Theory, B.A.T.), in order to examine the value of a socioinstrumental pragmatism view of communication actions for...

Cooperative promotion is an important instrument for aligning manufacturer and retailer decisions in marketing channels. On the other hand, bargaining seems to be critical for marketing channel coordination, e.g., for vertical cooperative promotion. Based on our previous study (Spais,...

The major objective of this article is to test who benefits most from sponsorship agreements: the sponsor or the sponsored organization. The article deals with stock market reaction to official football club sponsorship announcements using the event-study method. Our intention is to test 123...

The paper examined the possibility of an extension of critical reflection model’s assumptions by Mezirow, as assumptions for promotion metrics, in terms of promotion campaigns’ assessment and evaluation. A critical hermeneutics approach was adopted for the present study. Our organized...

The research aim of this paper was to investigate the possibility of improving the marketing strategy for Elounda (Crete) region, as a destination for congress tourism, by examining the effects of destination’s image, destination’s personality and behavioural intentions to congress tourism...

This paper examined the possibility of an extension of Fyvbjerg’s conceptualization of critical case study research methodology for the introduction of event study methodology assumptions and best practices to the promotion management field. First, it attempted to do this by categorizing fifty...

The paper examined the possibility of an extension of the win-win-win papakonstantinidis conceptualization, as an innovative bargaining solution analysis for vertical cooperative promotion management decisions between marketing channel members. This conceptualization was approached as an...

Author’s intention was to examine the possibility to investigate win-win-win papakonstantinidis model in order to develop an integrated bargaining solution analysis for vertical cooperative sales promotion campaigns. Based on previous theoretical extensions (Spais and Papakonstantinidis, 2011;...

The research aim of this paper is to discuss the potential benefits of a new marketing education concept, the “Integrated Education in Green Promotion” (IEGP) based on the fundamental assumptions of Mezirow’s “critical reflection” through the investigation of two research questions....