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Sponsoring esports to improve brand image
Freitas, Bruno Duarte Abreu; Contreras-Espinosa, Ruth Sofia - In: Scientific Annals of Economics and Business 67 (2020) 4, pp. 495-515
Persistent link: https://www.econbiz.de/10012668053
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Measuring ambush-marketing and sponsorship effects : a football consumer response approach
Chanavat, Nicolas; Martinent, Guillaume - In: Journal of strategic marketing 29 (2021) 2, pp. 158-180
Persistent link: https://www.econbiz.de/10012484045
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The role of brand knowledge in determining sponsorship effectiveness
Donlan, Leah Kathleen - In: Journal of promotion management : JPM 19 (2013) 2, pp. 241-264
Persistent link: https://www.econbiz.de/10009754887
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Are they wearing their pride on their sleeve? : examining the impact of team and university identity upon brand equity
Wear, Henry; Heere, Bob; Clopton, Aaron - In: Sport marketing quarterly : preferred journal of the … 25 (2016) 2, pp. 79-89
Persistent link: https://www.econbiz.de/10011517866
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Tourist perceptions of event-sponsor brand fit and sponsor brand attitude
Shu, Shih-Tung; King, Brian; Chang, Ching-Hung - In: Journal of travel and tourism marketing 32 (2015) 5/6, pp. 761-777
Persistent link: https://www.econbiz.de/10011387031
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The role of self-brand connection on the relationship between athlete brand image and fan outcomes
Kunkel, Thilo; Biscaia, Rui; Arai, Akiko; Agyemang, Kwame - In: Journal of sport management : the official journal of … 34 (2020) 3, pp. 201-216
Persistent link: https://www.econbiz.de/10012293257
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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 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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If the cause fits, wear it: : jersey sponsorship and the role of congruence, articulation, and CSR-linked marketing
Graeber, Justin; Scheinbaum, Angeline Close - In: Sport marketing quarterly : preferred journal of the … 31 (2022) 3, pp. 171-185
Persistent link: https://www.econbiz.de/10013411471
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Socially responsible or financially exploitative? : sports fans' views of the response by sportswear brands to athlete activism in the USA
Cleland, Jamie; Cashmore, Ernest; Dixon, Kevin; … - In: International journal of sport management and marketing … 24 (2024) 1, pp. 23-39
Persistent link: https://www.econbiz.de/10015066412