Consumers are becoming increasingly aware of the environmental and social
consequences of their purchases. Research on the green promotion mix, green brand …

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 introduce a conceptual model of branded
entertainment into sport marketing and highlight Red Bull's strategy as a “best practice” …

The aim of the research was to explore how satellite fans identification with their favorite
foreign team influences sponsorship outcomes. Manchester United and Adidas agreement …

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 purpose of this research study was to examine the effect of sports sponsorship on the
promotion of sports events. While scholars have explored the main reasons why …

Purpose Many voluntary sports clubs face financial difficulties and consequently turn to
external funding sources. Recent developments suggest that sports clubs have been …

The study analyses the predictors of a win for four international cricket teams in the one-day
international cricket format. A binary logistic regression is used to determine the relationship …

Purpose The purpose of this paper is to empirically investigate the following relationships in
the Asian sports sponsorship context: first, the influence of self-congruity and perceived …

Sport engagement plays a crucial role in promoting physical well-being, fostering social
connections, and enhancing overall quality of life. However, various factors, including …