The company you keep: Brand image transfer in concurrent event sponsorship
Sign Up to like & getrecommendations! Published in 2019 at "Journal of Business Research"
DOI: 10.1016/j.jbusres.2019.03.022
Abstract: Abstract Despite the ubiquity of concurrent sponsorship situations in practice, the interplay of simultaneously visible sponsors has received very little attention in the literature to date. Although the presence of concurrently visible brands is often… read more here.
Keywords: concurrent event; sponsorship; transfer; brand ... See more keywords
Organizational sponsorship and the economics of place: How regional urbanization and localization shape incubator outcomes
Sign Up to like & getrecommendations! Published in 2020 at "Journal of Business Venturing"
DOI: 10.1016/j.jbusvent.2019.105967
Abstract: Abstract Organizational sponsorship impacts new venture emergence and survival prospects by shaping the relationship between new ventures and their surrounding environment. While extant literature offers an explanation as to why heterogeneity in the effectiveness of… read more here.
Keywords: organizational sponsorship; sponsorship; new ventures; localization ... See more keywords
Community junior sport sponsorship: an online experiment assessing children’s responses to unhealthy food v. pro-health sponsorship options
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DOI: 10.1017/s1368980017003561
Abstract: Abstract Objective To explore children’s responses to sponsorship of community junior sport by unhealthy food brands and investigate the utility of alternative, pro-health sponsorship options. Design Between-subjects experiment, with four sponsorship conditions: A, non-food branding… read more here.
Keywords: sponsorship; food branding; sport; health ... See more keywords
Sponsorship as an internal branding tool and its effects on employees’ identification with the brand
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DOI: 10.1057/s41262-018-0098-0
Abstract: Recent research has acknowledged that a firm’s external advertising targeted at consumers can also be used for internal branding activities. The present study extends this research stream and investigates the role of a firm’s sponsorships… read more here.
Keywords: identification brand; sponsorship; branding tool; brand ... See more keywords
Sports sponsorship and the risks of ambush marketing: the moderating role of corporate reputation in the effects of disclosure of ambush marketers on attitudes and beliefs towards corporations
Sign Up to like & getrecommendations! Published in 2020 at "International Journal of Advertising"
DOI: 10.1080/02650487.2019.1710971
Abstract: Abstract This study examines the possibility that ambush marketers may run the risk of image corruption if consumers correctly discern the true sponsors from the ambush marketers. Further investigated in this study is whether the… read more here.
Keywords: company; ambush marketers; corporate reputation; sponsorship ... See more keywords
Delegating Terror: Principal–Agent Based Decision Making in State Sponsorship of Terrorism
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DOI: 10.1080/03050629.2017.1414811
Abstract: ABSTRACT State sponsorship of terrorism, where a government deliberately provides resources and material support to a terrorist organization, is common in the international system. Sponsorship can provide significant strategic and political benefits for a state,… read more here.
Keywords: state; state sponsorship; terrorism; principal agent ... See more keywords
Alcohol Sponsorship and Esports: Reinforcing the Need for Legislative Restrictions on Alcohol Sponsorship.
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DOI: 10.1093/alcalc/agz104
Abstract: Alcohol sponsorship in esports is on the rise. Many esports athletes and viewers are children and young people. Alcohol sponsorship of esports places millions of children and young people at risk of alcohol-related harm. Action… read more here.
Keywords: sponsorship; sponsorship alcohol; alcohol sponsorship; restrictions alcohol ... See more keywords
Doing well when doing good: the fit between corporate sponsorship and brand concept
Sign Up to like & getrecommendations! Published in 2018 at "Journal of Consumer Marketing"
DOI: 10.1108/jcm-03-2017-2156
Abstract: Purpose Firms are now investing heavily in sponsorship, yet much of this sponsorship fails to deliver the expected positive outcomes to firms. This paper aims to address this problem by taking into consideration the nature… read more here.
Keywords: brand concept; sponsorship; consumer; brand ... See more keywords
Outsourcing Sports Sponsorship Activities: A Multi-Theoretical Approach
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DOI: 10.1108/sbm-09-2014-0041
Abstract: The purpose of this paper is to understand and explain why some professional sports organizations outsource their sponsorship-related activities to sports marketing agencies whereas others purposely retain these activities in-house. The paper applies the Resource-Based… read more here.
Keywords: outsourcing sports; sports organizations; paper; sponsorship ... See more keywords
The Alcohol–Sport Nexus and How Consumers Are Affected Through Sponsorship
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DOI: 10.1123/ijsc.2018-0153
Abstract: Alcohol-linked sponsorship of sport represents a significant and growing investment as a popular strategy for brand communication. The current study confirms a relationship between exposure and hazardous consumption and provides insight into this relationship by… read more here.
Keywords: sport; alcohol; relationship; alcohol sport ... 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