Corporate sponsorship of events contributes significantly to marketing aims, including brand awareness as measured by recall and recognition of sponsor-event pairings. Unfortunately, resultant advantages accrue disproportionately to brands having a natural or congruent fit with the available...

An empirical investigation based on 222 sports fans of a university basketball team finds that sports enthusiasm and the mere exposure to sponsorship stimuli is positively associated with the awareness of event sponsors. In addition, the findings reveal the negative impact of advertising and...

Despite the now well developed use of sponsorship linked marketing, there have been few methodological advances in the measurement of sponsorship constructs and outcomes. This paper offers a preliminary development of an activity index for use in the sponsorship marketing context. The activity...

Purpose – The purpose of this paper is to examine the influence of the media on residents's support of the London 2012 Olympic and Paralympic Games within the two respective communities of Weymouth and Portland in England and in doing so better understand what influences residents' support for...

This paper presents a cross‐cultural study of organic food consumption. Relationships between health and diet concern, environmental concern, confidence in the conventional food industry, demographic characteristics, and intensity of organic food consumption of consumers from Denmark (mature...