Purpose Sponsorship has become an important marketing activity. However, research on
the topic treats the sponsorship context, characterized according to the type of sponsored …

Purpose This study aims to examine the influence of five sports celebrity personality (SCP)
attributes–attractiveness, expertise level, credibility, trustworthiness and character–on …

Purpose It is not possible for every fan of a sport to watch matches at stadiums because of
the capacity and location constraints. Furthermore, although sport fans could not physically …

Purpose Social media brand pages have emerged as an influential relationship-building
tool and continue to grow in popularity as an integral part of the marketing strategy across …

Purpose The purpose of this paper is to identify how consumer engagement practices shape
the dynamics of a soccer club virtual brand community. Design/methodology/approach A …

This research draws on signaling theory to investigate the impact of corporate sponsorship
of nonprofits on consumer prosocial behavior. Across two experiments, the authors examine …

Purpose The purpose of this paper is to study the effects of sports sponsorship on brand
equity using two managerially related outcomes: price premium and market share …

Purpose Using multi-wave survey data, the authors quantified the financial impact of a
sponsorship. The purpose of this paper is to predict the number of new buyers based upon …

The concept of benefaction, as shaped in the pre-industrial society, has been altered and
replaced by the modern term of sponsoring. The verbal transformation emerges from a deep …

This study investigates public reactions to cross-sectoral partnership communication from a
nonprofit's perspective. In two experiments, this study examined how key partnership …