investigated the effect ofCRM messages onconsumers' attitudes toward the sponsoring companies, brand preferences …,however, consumers' responses toward the sponsoring companies vary. In short, thepositive effect ofthe perceived CRM advantages is found …

Schritten vollzogen: Für die Haupteinnahmequellen Stadionbesuch, Merchandising, Sponsoring und mediale Rechte werden jeweils die …

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. …

An investigation of the relationship between corporate sponsorship activities and human resource constructs was … conducted through an online questionnaire with employees of a southern U.S. energy provider. Specifically, three sponsorship …-related constructs, fan identification with a sponsored sport property, employee involvement with the sponsorship, and employee attitude …

. Alliances with sponsoring firms offering financial and performance-based resources, as opposed to operational resources, were … on the equity value of the sponsoring firms, which theoretically reflects investors’ expectations of future cash flows … within the cross-sectional sample of promotion-seeking firms. Surprisingly, only the magnitude of the sponsoring firm …

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