Despite the importance of destination image in market competitiveness, and the popularity of
the field within tourism literature, there remains a dearth of published research examining …

Drawing on Aaker's brand equity model and Keller's brand engagement concept and
building on the sponsorship between a professional basketball club and a software …

Purpose–The purpose of this paper is to analyze the role of online and mobile marketing as
drivers of brand love. Design/methodology/approach–Data were collected through an online …

Sport fans engage themselves in several forms of behaviour to lend support to their favourite
sport clubs. Brands, officially sponsoring these sport clubs, are keen on attracting and …

Purpose–It is common for companies to sponsor sports teams. The aim of this paper is to
examine experimentally the impact of two team attributes (team performance and the …

Purpose This paper aims to to provide a better understanding of the effect that the corporate
social responsibility (CSR) practices might have on brand love. It also analyzes the …

The objective of this study is to investigate the growing importance of societal marketing, by
identifying the key variables in the sport sponsorship relationship, and more specifically to …

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 …

Globalization and technology have expanded the reach of sports teams, giving brand
sponsors new opportunities to engage and build relationships in real time with fans outside …

The sponsorship literature has only briefly examined the combined effects of leveraging
activities with sponsorship. Although consumers' responses to sports sponsorship are …