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 …

.e. how sponsorship experts describe and rationalise the decision process); and (3) conatively (i.e. how sponsorship managers … buying decision and also about the strategic objectives for sponsorship. However, few investigations have focused on how … sponsors assess the relative value of different sponsorship activities. This research project examined sponsorship decision …

transfer process. Practically, this research assists managers who are interested in the formulation of sponsorship policy and …Corporate sponsorships have received increased attention from brand managers and academics in recent years. While … researchers agree that sponsorship aids in generating favourable images for the sponsor, both at the corporate and brand levels, a …

considerable if administrators and decision-makers are to understand the mechanism of professional sports sponsorship. …The purpose of this study was to determine the incentives of companies in either sponsoring or not sponsoring …. A decision-maker from each company then responded verbally to each question's clarity and structure. No influential …