Sponsorship is a significant element of today's marketing communication. Nevertheless,
managers and researchers lack of systematic and integrative understanding of key factors …

Sponsorship studies have generally been focused on attitudinal measures of fan loyalty to
understand the reactions to abstract sponsors. This study examines the relationships …

Sponsoring joins brands with sports, the arts, and events in mutually beneficial partnerships.
In the context of sports, the authors examine how sponsorship deal characteristics affect …

Corporate volunteering (CV) is known to be an effective employee engagement initiative.
However, despite the prominence of corporate social responsibility (CSR) in academia and …

E-sports games can drive the sports industry forward and sponsorship is the best way to
engage consumers of this new sport. The purpose of this study is to examine the effect of …

Purpose To date the vast majority of sponsorship research has focused on the perspective of
sponsors. The purpose of this paper is to use this research to identify factors that sponsored …

Purpose Previous research has focused on the antecedents of fan loyalty or the link
between fans and the team on sponsorship reactions, but no comprehensive framework has …

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 …

Scholars have frequently examined sponsorship effectiveness via survey instrument;
however, no efforts have been made to gauge sponsorship effectiveness via social …

Wir leben in einem Zeitalter der Persuasion. Für früher Selbstverständliches muss heute
Überzeugungsarbeit geleistet werden. Verkaufen: Aus Konsumgütern und …