Communicating Sponsor Brands Playfully in Video Games: Evaluating the Impact of In-Game Advertising on Dual Brand Knowledge
Sign Up to like & getrecommendations! Published in 2018 at "Journal of Global Sport Management"
DOI: 10.1080/24704067.2018.1477520
Abstract: Abstract Sports sponsorship is a core element of brand communication and one of the most effective and demanded tools in marketing. In the context of football, jersey sponsorship agreements dramatically increased over the last decade… read more here.
Keywords: game; brand knowledge; sponsor; game advertising ... See more keywords
Improved Articulation of Incongruent Sponsor–Property Partnerships Using Analogy
Sign Up to like & getrecommendations! Published in 2018 at "Journal of Sport Management"
DOI: 10.1123/jsm.2017-0290
Abstract: Sport managers are often faced with a situation where they must activate an incongruent sponsorship in which the fit between a sponsor and property is not self-evident. Existing research has shown that consumers’ perceptions of… read more here.
Keywords: articulation; sponsor; sponsorship; incongruent sponsor ... See more keywords
Leadership & Professional Development: Sponsored; Catapulting Underrepresented Talent off the Cusp and into the Game.
Sign Up to like & getrecommendations! Published in 2019 at "Journal of hospital medicine"
DOI: 10.12788/jhm.3214
Abstract: We are at a point in time where awareness around the existing disparities in gender equity in academic medicine couldn’t be higher. It is time for us to take this knowledge and move swiftly into… read more here.
Keywords: leadership; medicine; sponsor; sponsorship ... See more keywords
The reaction of sponsor stock prices to clinical trial outcomes: An event study analysis
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DOI: 10.1371/journal.pone.0272851
Abstract: We perform an event study analysis that quantifies the market reaction to clinical trial result announcements for 13,807 trials from 2000 to 2020, one of the largest event studies of clinical trials to date. We… read more here.
Keywords: event study; study analysis; trial; sponsor ... See more keywords