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When ambush marketing is beneficial to sponsorship awareness : creating sponsor distinctiveness using exclusivity and brand juxtaposition
Weeks, Clinton S.; O'Connor, Peter; Martin, Brett A. S. - In: Journal of marketing management : MM 33 (2017) 15/16, pp. 1256-1280
Persistent link: https://www.econbiz.de/10011850369
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The impact of name and shame disclosure strategies on sponsor and ambusher brand attitude
Wolfsteiner, Elisabeth; Grohs, Reinhard; Reisinger, Heribert - In: Journal of business research : JBR 124 (2021), pp. 770-779
Persistent link: https://www.econbiz.de/10012494019
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Measuring the effects of event sponsorship : theoretical frameworks and image transfer models
Abreu Novais, Margarida; Arcodia, Charles - In: Journal of travel and tourism marketing 30 (2013) 3/4, pp. 308-334
Persistent link: https://www.econbiz.de/10009775413
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Brand image transfer from team to sponsor : how effective is it to sponsor a football team with little success?
Santos, Manuel Alonso dos; Moreno, Ferran Calabuig; … - In: International journal of sport management and marketing … 19 (2019) 5/6, pp. 371-388
Persistent link: https://www.econbiz.de/10012168852
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The impact of event sponsorship on Portuguese children's brand image and purchase intentions : the moderator effects of product involvement and brand familiarity
Simões, Isabel; Agante, Loise - In: International journal of advertising : the quarterly … 33 (2014) 3, pp. 533-556
Persistent link: https://www.econbiz.de/10010412845
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Brand sponsorship effectiveness : how self-congruity, event attachment, and subjective event knowledge matters to sponsor brands
Moharana, Tapas Ranjan; Roy, Debashree; Saxena, Garima - In: The journal of brand management : an international journal 30 (2023) 5, pp. 432-448
Persistent link: https://www.econbiz.de/10014372609
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Fortuitous brand image transfer : investigating the side effect of concurrent sponsorships
Carrillat, François A.; Harris, Eric G.; Lafferty, … - In: Journal of advertising : official publication of the … 39 (2010) 2, pp. 109-123
Persistent link: https://www.econbiz.de/10003986816
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An empirical analysis of brand image transfer in multiple sports sponsorships
Sattler, Henrik; Schnittka, Oliver; Völckner, Franziska - In: Quantitative marketing and marketing management : …, (pp. 517-530). 2012
Persistent link: https://www.econbiz.de/10009621551
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Brand stereotyping and image transfer in concurrent sponsorships
Carrillat, François A.; Solomon, Paul J.; Astous, Alain d' - In: Journal of advertising : official publication of the … 44 (2015) 4, pp. 300-314
Persistent link: https://www.econbiz.de/10011410136