Purpose – The purpose of this paper is to review the existing literature on sponsorship‐linked marketing and to present a set of research propositions. Design/methodology/approach – The approach to the research propositions was to explore the existing literature to discover areas where...

This article examines the issues related to US foreign‐trade zones as perceived by the zone managers. A longitudinal study of foreign‐trade zone managers was conducted. The results of the two surveys and an extensive dialogue with foreign‐trade zone managers suggest a continuing lack of...

Recent research into consumer responses to sponsorships has examined the role of sponsor‐event fit on cognitive and affective responses. However, influences on sponsor‐event fit have received little consideration. In this study, a sponsor’s brand equity is evaluated as a facilitator of...