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Using evaluative conditioning to explain corporate co-branding in the context of sport sponsorship
Tsiotsou, Rodoula H.; Alexandris, Kostas; Cornwell, T. … - In: International journal of advertising : the quarterly … 33 (2014) 2, pp. 295-327
Persistent link: https://www.econbiz.de/10010362890
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Consumer consideration of sponsor brands they do not remember : taking a wider look at the memorisation effects of sponsorship
Herrmann, Jean-Luc; Walliser, Björn; Kacha, Mathieu - In: International journal of advertising : the quarterly … 30 (2011) 2, pp. 259-281
Persistent link: https://www.econbiz.de/10009154738
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Exploring the patterns of dual attitude changes in the context of athlete endorsement : the interplay of fit, evaluative conditioning, and introspection focus
Chang, Yonghwan - In: Journal of sport management : the official journal of … 32 (2018) 5, pp. 413-425
Persistent link: https://www.econbiz.de/10011934508
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Examining the effects of advertisement setting and actor race on African Americans' intentions to consumer baseball
Brown, Brandon; Bennett, Gregg; Ballouli, Khalid - In: Sport marketing quarterly : preferred journal of the … 25 (2016) 3, pp. 139-151
Persistent link: https://www.econbiz.de/10011635463
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Appraisal and coping with sport identity and associated threats : exploring Chinese fans reactions to "little fresh meat" in NBA advertisements
Wang, Yong; Mao, Luke Lunhua; Smith, Allison B. - In: European Sport management quarterly : ESMQ 23 (2023) 6, pp. 1759-1780
Persistent link: https://www.econbiz.de/10014443783
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"If you ain't first, you're last!" : understanding identity threat, team identification, and advertisement messages when your favorite team loses
Kwak, Dae Hee; Pradhan, Sean - In: Journal of sport management : the official journal of … 35 (2021) 2, pp. 158-171
Persistent link: https://www.econbiz.de/10012516328
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Sponsor-event congruence effects : the moderating role of sport involvement and mediating role of sponsor attitudes
Koo, Jakeun; Lee, Younghan - In: Sport management review 22 (2019) 2, pp. 222-234
Persistent link: https://www.econbiz.de/10012013991
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Sponsorship and advertising in sport : a study of consumers' attitude
Cheong, Cherie; Pyun, Do Young; Leng, Ho Keat - In: European Sport management quarterly : ESMQ 19 (2019) 3, pp. 287-311
Persistent link: https://www.econbiz.de/10012177397
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Investigating the different congruence effects on sports sponsor brand equity
Wang, Michael Chih-Hung - In: International journal of sports marketing & sponsorship 18 (2017) 2, pp. 196-211
Persistent link: https://www.econbiz.de/10011709619
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Erfolgsfaktoren der Sponsoringumsetzung und -aktivierung : eine empirische Analyse aus Management- und Konsumentenwirkungsperspektive im Kontext der Fußball-Bundesliga
Dreisbach, Jan - 2019
Sponsoring Gegenwärtige Herausforderungen des Sponsoring Empirische Untersuchungen zur Bestimmung der Erfolgsfaktoren der … Betriebswirtschaftslehre mit den Schwerpunkten Marketing und Kommunikation Führungs- und Fachkräfte aus dem Bereich Sponsoring Der Autor Dr …Konzeptionelle Grundlagen des Sponsoring -- Gegenwärtige Herausforderungen des Sponsoring -- Empirische Untersuchungen …
Persistent link: https://www.econbiz.de/10012401738