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Congruency and engagement test in an event marketing sponsorship context

Pokrywczynski, James; Brinker, David L. - In: Journal of promotion management : JPM 20 (2014) 3, pp. 345-357

Persistent link: https://www.econbiz.de/10010399900

Communicating corporate responsibility to fit consumer perceptions : how sincerity drives event and sponsor outcomes

Scheinbaum, Angeline Close; Lacey, Russell; Liang, … - In: Journal of advertising research 57 (2017) 4, pp. 410-421

Persistent link: https://www.econbiz.de/10011884941

Gender equity in sponsor decision-making : a quantitative investigation of sponsor retention for women's sport sponsorship

Jensen, Jonathan A.; Smith, Danielle Kushner - In: Sport marketing quarterly : preferred journal of the … 33 (2024) 1, pp. 16-31

Persistent link: https://www.econbiz.de/10014519139

Effects of ambush marketing: UK consumer brand recall and attitudes to official sponsors and non-sponsors associated with the FIFA World Cup 2006

Portlock, Adam; Rose, Susan - In: International Journal of Sports Marketing and Sponsorship 10 (2009) 4, pp. 2-17

This paper examines ambush marketing activities and their effects upon UK football-oriented consumers. It questions previous definitions of ambush marketing and proposes one more relevant for today. The research focuses upon the identification of 'event-connected brand recognition' achieved by...

Persistent link: https://www.econbiz.de/10014811637