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Match game : linking sponsorship congruence with communication outcomes
Prendergast, Gerard P.; Poon, Derek; West, Douglas C. - In: Journal of advertising research 50 (2010) 2, pp. 214-226
Persistent link: https://www.econbiz.de/10003991914
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Linking sports sponsorship with purchase intentions : team performance, stars, and the moderating role of team identification
Ngan, Heidi M. K.; Prendergast, Gerard P.; Tsang, Alex S. L. - In: European journal of marketing : EJM 45 (2011) 4, pp. 551-566
Persistent link: https://www.econbiz.de/10009010618
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The hidden factors behind sponsorship and image transfer : considerations for bilateral image transfer among sponsors and events
Prendergast, Gerard P.; Paliwal, Aishwarya; Mazodier, Marc - In: Journal of advertising research 56 (2016) 2, pp. 132-135
Persistent link: https://www.econbiz.de/10011518004
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Arts sponsorship versus sports sponsorship : which is better for marketing strategy?
Toscani, Giulio; Prendergast, Gerard P. - In: Journal of nonprofit & public sector marketing 31 (2019) 4, pp. 428-450
Persistent link: https://www.econbiz.de/10012200036
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The role of reciprocity and reputation in service relationships with arts organisations
Toscani, Giulio; Prendergast, Gerard P. - In: The journal of services marketing 36 (2022) 6, pp. 800-812
Persistent link: https://www.econbiz.de/10013407601