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On "being there" : a comparison of the effectiveness of sporting event sponsorship among direct and indirect audiences

Carrillat, François A.; Astous, Alain d'; Bellavance, … - In: European journal of marketing : EJM 49 (2015) 3/4, pp. 621-642

Persistent link: https://www.econbiz.de/10011309579

Sponsorship effectiveness in professional sport : an examination of recall and recognition among football fans

Biscaia, Rui; Correia, Abel; Ross, Stephen; Rosado, António - In: International journal of sports marketing & sponsorship 16 (2014/15) 1, pp. 7-23

Persistent link: https://www.econbiz.de/10010489144

On ‘being there’

Carrillat, François Anthony; d'Astous, Alain; … - In: European Journal of Marketing 49 (2015) 3/4, pp. 621-642

, audience was less affected by the processing intensity principle and exhibited better recall and recognition than the …Purpose – The purpose of this paper is to assess the effectiveness of field sponsorship through sponsor recall and … recognition across two environments that differ on the degree of felt presence they trigger among viewers: on-site and television …

Persistent link: https://www.econbiz.de/10014723679

Olympic sponsorships, stock prices, and trading activity

Baim, Dean V.; Goukasian, Levon; Misch, Marilyn B. - In: International journal of sport finance 10 (2015) 2, pp. 175-195

Persistent link: https://www.econbiz.de/10011284947

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

Alcohol, sponsorship, and new media activation : an investigation of Molson Canadian and the 2014 Olympic Games

Geurin, Andrea N.; Gee, Sarah - In: International journal of sport management and marketing … 15 (2014) 5/6, pp. 322-339

Persistent link: https://www.econbiz.de/10011504122

The cross-effects of sponsorship in non-professional sports communities

Andreini, Daniela; Pedeliento, Giuseppe; Bergamaschi, Mara - In: Management decision : MD 52 (2014) 10, pp. 2044-2068

Persistent link: https://www.econbiz.de/10010462671

Sponsorship of the 2016 Rio Olympic Games : an empirical examination of the reactions to local sponsors and rival brands

Biscaia, Rui; Rocha, Claudio - In: Sport marketing quarterly : preferred journal of the … 27 (2018) 3, pp. 180-196

Persistent link: https://www.econbiz.de/10011933923

Sponsorship effects on brand image: The role of exposure and activity involvement

Grohs, Reinhard; Reisinger, Heribert - In: Journal of Business Research 67 (2014) 5, pp. 1018-1025

Sponsorships capture a significant proportion of marketing budgets. In firm evaluations of the effectiveness of sponsorship engagements, image improvements represent the most important company objective. This study develops and tests a framework for explaining how exposure and activity...

Persistent link: https://www.econbiz.de/10010744131

The impact of relationship quality on attitude toward a sponsor

Kyoum Kim, Yu; Jae Ko, Yong; James, Jeffery - In: Journal of Business & Industrial Marketing 26 (2011) 8, pp. 566-576

Purpose – The purpose of the current study is to advance understanding of sponsorship effectiveness by investigating the impact of the quality of the relationship between a consumer and a sport property on sponsorship effectiveness. Design/methodology/approach – A model was developed to...

Persistent link: https://www.econbiz.de/10014843093