All successful marketing strategies in sport or events must take into account the complex
behaviour of consumers. This book offers a complete introduction to consumer behaviour in …

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

Professionelle Sportvereinsmarken stehen vor der Herausforderung, den wirtschaftlichen
Erfolg vom sportlichen Erfolg abzukoppeln. In diesem Zusammenhang ist der Aufbau einer …

The purpose of the current study was to develop a valid and reliable measure of team
representation, which refers to the extent to which the residents of a community perceive a …

Purpose The National Football League (NFL), the most lucrative sports league in the world,
has its second largest foreign audience in Brazil. Its Brazilian broadcasts stimulate the …

The concept of brand personality proposed by Aaker (1997) consists of five dimensions:
sincerity, excitement, competence, sophistication, and ruggedness. This concept was drawn …

Employees are important assets of an organization in the current knowledge economy.
Thus, the issue on their behavior should be more emphasized and discussed. This study …

Spor takımları, spor organizasyonları ve bireysel sporcular için önemli gelir kaynaklarından
birisi sponsorluktur. Firmalar sponsorluk sayesinde imaj, marka farkındalığı ve tüketici …

Purpose The purpose of this research is to explore the effects of regional geographic brand
congruency (GBC) on brand trust, brand parity, perceived value, brand honesty and …

The objective of this research is to identify the main factors for the internationalization of
Brazilian soccer teams via the strategic networks and institutional view approaches. The …