This paper analyzes the scientific research on brand equity published over the last three
decades, based on data from the Web of Science (WoS) and Scopus databases. The …

Sponsorship of sports, arts or events can be a powerful form of marketing communication for
businesses and organizations. This new edition of Sponsorship in Marketing introduces the …

Purpose–The purpose of this study is to explore how event volunteers, athletes and onsite
spectators perceive the impact of sport event sponsorship on future purchase intentions of …

This stock-taking article re-examines 20 years of research on conditions that influence the
magnitude of brand image improvement through sports-event sponsorship. The study …

Due to the amount of money invested, sponsorships have become one of the most important
marketing tools. It is essential to know the effectiveness of the invested money. This work …

The Impact of Motivation, Attitude, Quality, Availability, and Advertisement on the Purchase Intention
for Fashion Clothing Page 1 A Comparative Study of Social Media … 153 The Impact of Motivation …

Purpose–The purpose of this paper is to empirically verify the conventional cause‐and‐
effect relationship of fan identification and purchase intention in the context of Asian fans …

Controversial sports sponsorships—namely those in which the sponsoring company is
involved in ethically questionable activities—is a relevant area of research. Currently, there …

Abstract Information for measuring the performance of a commercial action is essential for
any organization. Sponsorship actions have increased significantly in the last few decades …

The present study investigated the impact of team identification and team-sponsor fit on the
sponsor's brand equity. The study's main theoretical references are (a) the Social Identity …