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Banning controversial sponsors : understanding equilibrium outcomes when sports sponsorships are viewed as two-sided matches
Yang, Yupin; Goldfarb, Avi - In: Journal of marketing research : JMR 52 (2015) 5, pp. 593-615
Persistent link: https://www.econbiz.de/10011349903
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Owner or endoser? : investigating the effectiveness of celebrity owners of sports teams as endorsers
Roy, Subhadip; Pansari, Anita - In: International journal of sports marketing & sponsorship 15 (2014) 2, pp. 89-106
Persistent link: https://www.econbiz.de/10010258211
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Do endorsements by sports celebrities positively influence consumers' purchase intentions? : endorser-product congruence and the amplifying influence of consumers involvement in th...
Felbert, Aaron von; Breuer, Christoph - In: International journal of sport management and marketing … 21 (2021) 3/4, pp. 190-208
Persistent link: https://www.econbiz.de/10012697127
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Featuring the hometown team in cause-related sports marketing : a cautionary tale for league-wide advertising campaigns
Nichols, Bridget Satinover; Cobbs, Joe; Raska, David - In: Sport marketing quarterly : preferred journal of the … 25 (2016) 4, pp. 212-226
Persistent link: https://www.econbiz.de/10011635483
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The color of support : the effect of sponsor-team visual congruence on sponsorship performance
Henderson, Conor M.; Mazodier, Marc; Sundar, Aparna - In: Journal of marketing 83 (2019) 3, pp. 50-71
Persistent link: https://www.econbiz.de/10012175992
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Uddering the other : androcentrism, ecofeminism, and the dark side of anthropomorphic marketing
Stevens, Lorna; Kearney, Matthew; Maclaran, Pauline - In: Journal of marketing management : MM 29 (2013) 1/2, pp. 158-174
Persistent link: https://www.econbiz.de/10009733423
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Development of a scale measuring childlike anthropomorphism in products
Hellén, Katarina; Sääksjärvi, Maria - In: Journal of marketing management : MM 29 (2013) 1/2, pp. 141-157
Persistent link: https://www.econbiz.de/10009733427
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Brand mascots as organisational totems
Cayla, Juliien - In: Journal of marketing management : MM 29 (2013) 1/2, pp. 86-104
Persistent link: https://www.econbiz.de/10009733439
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Anthropomorphism, marketing relationships, and consumption worth in the Toy Story trilogy
Lanier, Clinton D.; Rader, C. Scott; Fowler, Audrey R. - In: Journal of marketing management : MM 29 (2013) 1/2, pp. 26-47
Persistent link: https://www.econbiz.de/10009733487
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Animals, archetypes, and advertising (A³) : the theory and the practice of customer brand symbolism
Lloyd, Stephen; Woodside, Arch G. - In: Journal of marketing management : MM 29 (2013) 1/2, pp. 5-25
Persistent link: https://www.econbiz.de/10009733492