Purpose The purpose of this paper is to empirically investigate the following relationships in the Asian sports sponsorship context: first, the influence of self-congruity and perceived congruence on sponsor brand identification and sponsor credibility, respectively; second, the influence of...

This paper identifies factors that support and hinder image transfer in sports sponsorships. It develops a framework of drivers of image transfer and tests the proposed hypotheses empirically at a large sporting event with a number of different sponsors. The results suggest that event-sponsor...

New media has emerged as a significant dimension of branding and global sports sponsorship because it provides the capability to communicate with consumers worldwide via a multitude of digital platforms. This paper discusses the results of a systematic review of the development of global sports...

This paper seeks to build understanding of the evaluation of sponsorships involving high human mortality risk. Examples of risky sponsees are presented, with two assessed as in-depth case studies. Based on this research, a sponsorship evaluation framework for sponsors is presented that includes:...

The purpose of this study is to examine the application of sports sponsorship in China, particularly to gain some understanding of the benefits as perceived by corporate sponsors. In-depth interviews were conducted with 19 sports sponsorship experts in China. The results provide insights into...

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...

This research examines the fan-team-sponsor relationship. It focuses on how the sports team's response to negative sponsor behaviour affects fan/spectator attitudes towards the sponsor. Results indicate that highly identified fans have significantly more positive attitudes towards the team...

This paper responds to the need for more investigation into the "conceptual underpinnings of sponsorships" (Gardner & Shuman, 1988, p.44) by investigating the spectrum of opportunities that are available to small firms - whether as sports donors or as bona fide sponsors - through the prism of...

This paper examines different means of associating image attributes in sport. The findings reveal that an attribute strongly associated with a specific sport can have almost no association with the sponsor, and vice-versa. Conversely, a low profile attribute can have a strong reference to the...