Purpose – The purpose of this paper is to investigate the effects of emotional valence and intensity on sport sponsorship attitudinal outcomes, across two culturally different samples from Australia and France. Design/methodology/approach – Based on a multidisciplinary literature review of...

Purpose – The purpose of this paper is to evaluate the response of members to a rebranding strategy implemented by a member‐owned organisation. More specifically, the authors examine the impact of rebranding awareness and attitude towards rebranding on the members' perceived value of their...

Purpose – The purpose of the paper is to analyse empirically research‐oriented university‐industry relationships based on the incorporation of relationship marketing (RM) and technology transfer theory. Design/methodology/approach – This paper is based on an extensive literature review...