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 …

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

This research proposes that a construct called Sponsorship Linked Advertising (SLA) is valuable in understanding how … brand and corporate advertising link to sponsorship and event marketing. SLA includes both ads that communicate a link to a … independent of any sponsorship link, whereas sponsorship linked advertisements intentionally unite a sponsorship and an event …

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 …