This systematic review of sponsorship-linked marketing from 1996 to 2017 analyzes the
current state of research. The overarching conclusion is that there is a surplus of research …

Purpose This study aims to examine the influence of five sports celebrity personality (SCP)
attributes–attractiveness, expertise level, credibility, trustworthiness and character–on …

Purpose It is not possible for every fan of a sport to watch matches at stadiums because of
the capacity and location constraints. Furthermore, although sport fans could not physically …

Purpose The purpose of this paper is to investigate the link between sponsorship of
professional sport teams and consumers' socially responsible perceptions of a sponsoring …

Purpose Using the context of Rio Olympic games, the purpose of this paper is to investigate
attitude toward sponsorship outcome as it relates to purchase behavior, gender, sponsor …

This study explores how factors of perceived authenticity (including continuity, integrity, and
credibility) and sponsorship congruence impact attitudes toward sponsors and subsequent …

Purpose This paper tests and validates a conceptual model linking the attachment points,
team identification, attitude towards the team sponsors and the behavioural intentions in the …

The present study investigates the influence the organizing body's reputation has on the
image of a sports mega-event and on the mega-event sponsors' consumer-based brand …

Purpose Sports marketing and sponsorship research is located at the intersection of
behavioral and design research, which means that it analyzes the current world and shapes …

Purpose The purpose of this paper is to study the effects of sports sponsorship on brand
equity using two managerially related outcomes: price premium and market share …