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 …

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 …

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 …

ABSTRACT Much is known about the process of sponsorship selection with respect to the key personnel involved in the … 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 …

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. …