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 …

Event marketing has been one of the popular corporate marketing strategies for decades.
The method is experiential and aims to transform not only attendees' perceptions but also …

Purpose The purpose of this paper is to assess the effect of two promotional methods,
namely, celebrity endorsed advertisement and selfie promotion, on customers' decision …

The purpose of this article was to examine how brand attitude and perceived value affect
purchase intention toward global luxury brands. Drawing from the consumer behavior …

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 …

The aim of this study is to analyze the impact of sports sponsorship in virtual brand
communities (VBCs) on consumers' engagement within these communities. We used a …

Purpose Although the relationships between subjective norms, personal norms, consumer
social responsibility and consumer attitude have been studied, the direct or indirect …

Purpose Image congruence is one central metrics that significantly influences image
transfer. Nevertheless, studies on impact of image congruence on consumers' attitudinal and …

Reduced funding and support from governments have turned regional events and festivals
to seeking commercial sponsorships to maintain their financial viability. However, few …

The present study aims to understand the impact of actual and ideal self-congruity with an
event on spectators' attitude and purchase intentions toward the sponsor brands. Further …