This study examines the impact of fan identification on four distinct sponsorship outcomes:
sponsor recognition, attitude toward the sponsor, sponsor patronage, and satisfaction with …

Facility naming rights sponsorship is one of the fastest growing and most valuable forms of
sponsorships. The limited opportunities in major league professional sports have led …

Fan or Fanatic: Refining a Measure of Sports Involvement Page 1 Fan or Fanatic: Refining a
Measure of Sports Involvement Matthew D. Shank & Fred M. Beasley Northern Kentucky …

Effects of the sportscape as well as personal attachment to sport and team were studied in a
sample of 530 spectators at three rugby league stadia. Two spectator segments were …

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 …

Sponsorships capture a significant proportion of marketing budgets. In firm evaluations of
the effectiveness of sponsorship engagements, image improvements represent the most …

This study examined theoretical relationships between key variables of sponsorship
effectiveness that include sponsor awareness, corporate image and future purchase …

Purpose–The purpose of this paper is to propose a model in which fans' team attachment is
the determinant of three sponsorship outcomes: sponsor image, purchase intentions, and …

The objective of this study was to test the degree to which three sponsorship outcomes-
sponsor's image, word-of-mouth, and purchase intentions-may be predicted by three …

The relationship that sport fans and consumers construct with sport teams and leagues is
central to their decisions to engage in sport-related experiences, and travel long distances to …