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"Ultimate" sponsorship : fan identity, brand congruence, and the Ultimate Fighting Championship

Devlin, Michael B.; Brown, Natalie A.; Billings, Andrew C. - In: International journal of sport management and marketing … 14 (2014) 1/4, pp. 96-115

Persistent link: https://www.econbiz.de/10010399903

Attenuation of negative sponsorship effects in the context of rival sports teams' fans

Grohs, Reinhard; Reisinger, Heribert; Woisetschläger, David - In: European journal of marketing : EJM 49 (2015) 11/12, pp. 1880-1901

Persistent link: https://www.econbiz.de/10011449336

Soccer Sponsor : Fan or Businessman?

Naidenova, Iuliia - 2014

This paper investigates how soccer sponsorship influences the financial performance of sponsors. We use an instrumental … instrumental variable. Top European leagues were analyzed. Our results show that soccer sponsorship is more charity than commercial … investment. Shareholders should be aware of sponsorship deals, and senior management should analyze the financial assumptions of …

Persistent link: https://www.econbiz.de/10013057815

The role of team identification on the sponsorship articulation-fit relationship

Pontes, Nicolas; Pontes, Vivian; Jin, Hyun Seung; … - In: Journal of sport management : the official journal of … 35 (2021) 2, pp. 117-129

Persistent link: https://www.econbiz.de/10012516325

"If you ain't first, you're last!" : understanding identity threat, team identification, and advertisement messages when your favorite team loses

Kwak, Dae Hee; Pradhan, Sean - In: Journal of sport management : the official journal of … 35 (2021) 2, pp. 158-171

Persistent link: https://www.econbiz.de/10012516328

Delineating the outcomes of fans' psychological commitment to sport team : product knowledge, attitude towards the sponsor, and purchase intentions

Rai, Jaskirat Singh; Itani, Maher N.; Apar Singh; … - In: Journal for global business advancement : JGBA 14 (2021) 3, pp. 357-382

Persistent link: https://www.econbiz.de/10012613996

When sponsorship causes anger : understanding negative fan reactions to postings on sports clubs' online social media channels

Weimar, Daniel; Holthoff, Lisa Carola; Biscaia, Rui - In: European Sport management quarterly : ESMQ 22 (2022) 3, pp. 335-357

Persistent link: https://www.econbiz.de/10013271112

Not just intentions : predicting actual purchase behavior in sport sponsorship context

Koronios, Konstantinos; Ntasis, Lazaros; Dimitropoulos, … - In: Sport, Business and Management : an international … 12 (2022) 1, pp. 4-28

Persistent link: https://www.econbiz.de/10012880026

Satellite fans : does sport nostalgia influence purchase intention toward sponsors' products?

Cho, Heetae; Lee, Hyun-Woo; Chiu, Weisheng - In: Journal of retailing and consumer services 62 (2021), pp. 1-9

Persistent link: https://www.econbiz.de/10012648958

Sports sponsorship perceptions : an exploration

Ferrier, Susan; Waite, Kathryn; Harrison, Tina - In: Journal of financial services marketing : JFSM 18 (2013) 2, pp. 78-90

Persistent link: https://www.econbiz.de/10010205378