Purpose: The objective is to examine the influence of articulation on the effectiveness of sports sponsorship. Design/methodology/approach: This research uses an experimental design with the following factors: articulation (articulated vs unarticulated), congruence (congruent and incongruent)...

Purpose: The aim of this study is to examine the influence of perceived sponsorship leverage on perceived product quality and the image transfer model, under moderation by fan involvement. Design/methodology/approach: A self-report online survey was carried out after the 2018 FIFA World Cup in...

Purpose: This paper investigates the influence of firms' communication in terms of family firm identity and country-of-origin on consumer response. Design/methodology/approach: A self-supplied online experiment in Chile and Spain is employed using as dependent variables brand trust and...

Purpose: The purpose of this paper is to provide a tool for the integration of knowledge and the development of students’ capacities for analysis in the area of strategic management of companies. Mall Connection is a Chilean company that has developed mainly in the business of the...

Purpose: Communicating the identity of a family business generates positive results in consumer response. The paper aims to understanding how the efficient transmission of family identity can influence consumer behavior is essential for designing family firms' marketing communication...

"This book provides relevant information on the marketing strategies and marketing trends of sporting events by highlighting the plans and tactical operations that sports organizations conduct when integrating marketing strategies"--Provided by publisher.

"This book provides theoretical frameworks and current empirical research in the field by highlighting scientific studies and real-world applications on how neuroscience is being utilized in business practices and marketing strategies to benefit organizations, as well as emergent business and...