Corporate sponsorship of sports, arts, and cultural events has increased dramatically over
the past decade. Still, academic research on sponsorship as a promotional tool has been …

Purpose–This paper aims to examine how scholarly research on corporate branding has
evolved using bibliometric author co‐citation analysis of articles published between 1969 …

This study develops a test model that can conceptually contribute to the formation of a green
brand image for the hospitality market. A conceptual model highlighting the mediating role of …

In the present competitive environment, corporate reputation and corporate image are
acknowledged as having the potential to impact on customer loyalty toward the firm …

Can event marketing contribute to brand equity? A field study with consumers participating
in different types of events (trade shows, street events, pop-up shops and sponsored events) …

Despite the growing role of sponsorship in the marketing activities of firms worldwide,
academic research in this area has been limited. Adopting a classical conditioning …

Past sponsorship research has primarily focused on awareness building strategies, and has
virtually ignored brand image issues. As a result, little guidance is available for firms that …

Presents a model which identifies factors that influence the creation of an event's image.
Uses theoretical perspectives from the celebrity endorsement literature to suggest that an …

Managers increasingly seek to develop brand loyalty through sponsorship activities, though
this relationship has not been solidly established. This article models and demonstrates the …

This article offers a framework for understanding the effects of commercial sponsorship on
consumers. It defines and explores certain tenets essential to understanding sponsorship …