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Sports Marketing and the Challenges of Globalization: A Case Study of Cultural Resistance in New Zealand

Grainger, Andrew; Jackson, Steven J. - In: International Journal of Sports Marketing and Sponsorship 2 (2000) 2, pp. 24-38

, incongruity and conf lict that emerge when global sport-advertising campaigns are released within local cultural settings. The …

Persistent link: https://www.econbiz.de/10014811146

In a Downturn or just Pausing for Breath?: An Objective Look at the State of The Sports Marketing Industry

Fenton, William - In: International Journal of Sports Marketing and Sponsorship 3 (2001) 3, pp. 86-100

Concerns about a slowdown in the sports marketing business have recently been expressed. A major conference, SportBusiness 2001, included a session asking if the boom was over. Assuming that the level of sponsorship activity is a key indicator of the real state of the industry, we conducted an...

Persistent link: https://www.econbiz.de/10014811218

An Analysis of Volume Consumption, Consumer Interest and Perceptions of Sport Sponsorship as they Relate to the Super Bowl

Lyberger, Mark R.; McCarthy, Larry - In: International Journal of Sports Marketing and Sponsorship 3 (2002) 4, pp. 60-78

Bowls specific to volume consumption, and perceptions toward sponsorship, advertising, commercialization, and purchase … differentiation of sponsorship and advertising. …

Persistent link: https://www.econbiz.de/10014811225

Celebrity or athlete? New Zealand advertising practitioners' views on their use as endorsers

Charbonneau, Jan; Garland, Ron - In: International Journal of Sports Marketing and Sponsorship 7 (2005) 1, pp. 29-35

from the advertising practitioner's perspective; research that does exist is limited to the United States and British … markets. This research among New Zealand advertising agencies found that celebrities/athletes are used primarily to achieve …

Persistent link: https://www.econbiz.de/10014811426

The use of celebrity athletes as endorsers: views of the New Zealand general public

Charbonneau, Jan; Garland, Ron - In: International Journal of Sports Marketing and Sponsorship 7 (2006) 4, pp. 31-38

-credibility scale and a constant-sum scale to help brand managers, player agents and advertising practitioners select good celebrity …

Persistent link: https://www.econbiz.de/10014811459

Allan, David; Tryce, Stephanie A. - In: International Journal of Sports Marketing and Sponsorship 17 (2016) 4, pp. 333-348

the commercial, rather than the brand. Originality/value This study extends the growing body of Super Bowl advertising …

Persistent link: https://www.econbiz.de/10014811689

Exploring saturation levels for sponsorship logos on professional sports shirts: a cross-cultural study

Mikhailitchenko, Andrey G.; Tootelian, Dennis H.; … - In: International Journal of Sports Marketing and Sponsorship 13 (2012) 2, pp. 2-16

The study extends the research on visual imagery in advertising to sports marketing. The results suggest that excessive … on-shirt advertising is wasteful for sponsorships and harmful for team image. However, a strategy of moderate advertising … risks of excessive use of sponsor logos and provides a framework for determining the optimal level of on-shirt advertising …

Persistent link: https://www.econbiz.de/10014811769

Exploring saturation levels for sponsorship logos on professional sports shirts: a cross-cultural study

Mikhailitchenko, Andrey G.; Tootelian, Dennis H.; … - In: International Journal of Sports Marketing and Sponsorship 13 (2012) 4, pp. 25-39

Persistent link: https://www.econbiz.de/10014811785

Consumer patriotism and response to patriotic advertising: comparison of international vs. national sport events

Kim, Yongjae; Yim, Kitae; Ko, Yong Jae - In: International Journal of Sports Marketing and Sponsorship 14 (2013) 3, pp. 74-96

and their response to patriotic advertising and the advertised brand, and examines if the research model has the same …' patriotism on attitudes towards patriotic advertising and brands in sporting event contexts. A direct effect of patriotism on …

Persistent link: https://www.econbiz.de/10014811806

Searching advertising placement in cyberspace

Chuang, Ta‐Tao; Pete Chong, P. - In: Industrial Management & Data Systems 104 (2004) 2, pp. 144-148

The effective placement of ads is important, especially those placed on the World Wide Web. As a supplement to existing measure of visit count, proposes the use of “exposure” as a means to measure the effectiveness of the Web ad placement. Furthermore, based on the relationship among...

Persistent link: https://www.econbiz.de/10014823798