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 … professional sports teams. The review of literature regarding the identification of incentives to sponsor professional sports teams …

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

. 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 …

decision-making authority, and experience in decision-making) on the choice of sponsorship domain (i.e. sport sponsorship, arts … 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 …

Sport wird einerseits wie jede andere Tätigkeit in der Gesellschaft mit öffentlichen Abgabelasten beschwert … steuerlichen Behandlung des Sports hat wiederholt Fragen nach der öffentlichen Finanzierung des Sportes aufgeworfen: Inwieweit sind …

Bezugsrahmens wird das generelle Entscheidungsfeld der Profi-Sport-Clubs der Fußball-Bundesliga sehr ausführlich analysiert. Die … Schritten vollzogen: Für die Haupteinnahmequellen Stadionbesuch, Merchandising, Sponsoring und mediale Rechte werden jeweils die …

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 …

(sponsorship presentation sequence: sports first vs. cause first) x 2 (visual cues: present vs. absent) x 3 (sponsor product … “entitativity” principle. Second, when a sports sponsorship (rather than a cause sponsorship) is presented first in a portfolio … (sponsorship frame: sports frame vs. cause frame) x 2 (articulation: present vs. absent) between-subjects factorial design, plus a …