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 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 This study aims to investigate Chinese young consumers' brand loyalty toward
sportswear products from a self-congruity perspective. With different performance observed …

Purpose The purpose of this research is to survey whether consumer ethnocentrism and
animosity will affect consumers' perceived betrayal and cause negative word-of-mouth …

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 …

Purpose–This paper aims to examine the impacts of consumer ethnocentrism, animosity and
cosmopolitanism on the effects of sponsorships on brand affect and brand trust, using latent …

Like in many other areas, football clubs are confronted with the challenge to expand
international activities and to exploit new football markets abroad without upsetting the local …

Purpose Local brands in emerging markets suffer from fierce competition and chronic
disadvantages. The purpose of this paper is to investigate if outbreaks of animosity against …

In this research we develop a comprehensive model of sponsorship effects accounting for
behavioral outcomes such as actual purchase, purchase intentions, and word-of-mouth …