Schema congruency theory suggests that consumers’ judgments of a sponsoring firm’s brand, such as attitudes toward the …

community engagement. It does so particularly through a nonprofit marketing lens, that is, from the perspective of the nonprofit … marketing skills to win such support. At the moment, corporate giving represents only a small measure of the funds feeding the …' own requirements, is also critical to practice and scholarship alike. Thus, while written using a nonprofit marketing lens …

brand and corporate advertising link to sponsorship and event marketing. SLA includes both ads that communicate a link to a … marketing and sponsorship literature by proposing and empirically validating a new construct. Theoretically, it examines …This research proposes that a construct called Sponsorship Linked Advertising (SLA) is valuable in understanding how …

researchers agree that sponsorship aids in generating favourable images for the sponsor, both at the corporate and brand levels, a … lack of theory-guided models has prevented investigation into more complex phenomena. Current understanding of sponsorship … effects is largely confined to the single sponsorship context with dominant emphasis on sponsorship awareness. The challenge …

The purpose of this study was to determine the incentives of companies in either sponsoring or not sponsoring … in certain companies' sponsorship decisions. Perhaps more nationally-based companies are delegating their strategic … considerable if administrators and decision-makers are to understand the mechanism of professional sports sponsorship. …

This thesis seeks to examine the marketing practices,strategies and organisational characteristics of companiesin the … based factors. Companies of different typeswere also found to differ in their marketing approaches.A high level of …

This article reviews the System Reflexive paradigm of strategic marketing management, being based on the alignment of … marketing concept of management comes under review, along with the strategic management approaches to business, buildup and … alignment of economic interests of business stakeholders. A roadmap for resolving the problems of modern marketing is proposed …