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Measuring ambush-marketing and sponsorship effects : a football consumer response approach
Chanavat, Nicolas; Martinent, Guillaume - In: Journal of strategic marketing 29 (2021) 2, pp. 158-180
Persistent link: https://www.econbiz.de/10012484045
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When ambush marketing is beneficial to sponsorship awareness : creating sponsor distinctiveness using exclusivity and brand juxtaposition
Weeks, Clinton S.; O'Connor, Peter; Martin, Brett A. S. - In: Journal of marketing management : MM 33 (2017) 15/16, pp. 1256-1280
Persistent link: https://www.econbiz.de/10011850369
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Understanding consumer response to sponsorship information : a resource-matching approach
Deitz, George D.; Myers, Susan W.; Stafford, Marla Royne - In: Psychology & marketing 29 (2012) 4, pp. 226-239
Persistent link: https://www.econbiz.de/10009534089
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Sponsorship effects of brand management : the role of exposure and activity involvement
Grohs, Reinhard; Reisinger, Heribert - In: Journal of business research : JBR 67 (2014) 5, pp. 1018-1025
Persistent link: https://www.econbiz.de/10010364054
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Consumer responses to on-site Olympic sponsorship activation : the impact of interactivity, emotions, and perceived image fit on brand attitude formation
Kim, Ari; Kaplanidou, Kyriaki - In: International journal of sport management and marketing … 15 (2014) 5/6, pp. 279-300
Persistent link: https://www.econbiz.de/10011503705
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The company you keep : brand image transfer in concurrent event sponsorship
Boronczyk, Felix; Breuer, Christoph - In: Journal of business research : JBR 124 (2021), pp. 739-747
Persistent link: https://www.econbiz.de/10012494013
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The impact of name and shame disclosure strategies on sponsor and ambusher brand attitude
Wolfsteiner, Elisabeth; Grohs, Reinhard; Reisinger, Heribert - In: Journal of business research : JBR 124 (2021), pp. 770-779
Persistent link: https://www.econbiz.de/10012494019
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Game play and the effectiveness of sponsor signage : visual attention to brand messages in live sport broadcasts
Boronczyk, Felix; Rumpf, Christopher; Breuer, Christoph - In: International journal of sports marketing & sponsorship 23 (2022) 5, pp. 950-965
Persistent link: https://www.econbiz.de/10013370519
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Event sponsorship and brand loyalty : mediating role of attitude toward sponsored events and sponsoring brand
Nguyen Dinh Toan - In: VNU journal of economics and business 2 (2022) 2, pp. 69-79
Persistent link: https://www.econbiz.de/10013499373
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The Influence of a Sports Event Sponsorship on Brand Image and Brand Preference
Phiri, Thabo; Chakauya, Leonard - 2023
This study examines the influence of a sports event sponsorship on brand image and preference. An explanatory and … simple random sampling. Descriptive statistics were used to examine the influence of soccer event sponsorship on brand image … and brand preference. The result shows that soccer event sponsorship influences the brand image and brand preference …
Persistent link: https://www.econbiz.de/10014360692