Purpose The purpose of this paper is to assess the influences and efficiency of a sports
sponsorship in an online brand community. Design/methodology/approach The study was …

This study explores how the virtual brand community (VBC) of soccer‐team supporters
influences the brand's attitude toward sponsorship according to the theory of image transfer …

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 …

This research aimed to identify how esports sponsorships affect the sponsors' brand image.
An exploratory focus was adopted along with a convergent-parallel mixed method with …

The aim of this research is to examine sport sponsorship's effectiveness over the internet. A
conceptual framework for sponsorship evaluation over the internet was proposed …

© 2011 Macmillan Publishers Ltd. 1350-23IX Journal of Brand Management Vol. 19, 1, 1–3
2 analysis approach with the aid of NVivo software. Although the company continues to be …

Prior research has suggested and found evidence for an event's image being transferred to
a brand because of sponsorship activity. This study builds on prior work by examining how …

Purpose–As an aid to understanding brand image and brand attitude, this paper aims to
present an innovative method of capturing qualitative brand associations from very large …

E-sports games can drive the sports industry forward and sponsorship is the best way to
engage consumers of this new sport. The purpose of this study is to examine the effect of …

Due to the amount of money invested, sponsorships have become one of the most important
marketing tools. It is essential to know the effectiveness of the invested money. This work …