This systematic review of sponsorship-linked marketing from 1996 to 2017 analyzes the
current state of research. The overarching conclusion is that there is a surplus of research …

Research question Organisations choose to sponsor charity sport events (CSE) to achieve a
variety of marketing objectives. Sponsoring CSEs is different than traditional sport event …

The objective of this study is to investigate the growing importance of societal marketing, by
identifying the key variables in the sport sponsorship relationship, and more specifically to …

Purpose The benefits and problems associated with firm-generated content (FGC) as a key
driver of sponsorship effectiveness demand more research attention. Accordingly, the …

Purpose The purpose of this paper is to measure participants' sponsorship awareness, and
assess a model designed to predict participants' behavioral intentions toward the sponsors …

Over the last decades, sports sponsorship has become a popular and expensive marketing
instrument. However, in business practice, projects are often not evaluated properly and …

Purpose Using two theoretical lenses–social identity theory and generation cohort theory–
the present study analyzes the influence of sport motivations (ie, patriotism, drama and …

Over the past three decades, corporate sponsorship has evolved into a key element in the
marketing communications mix. More recently, the concept of “sponsorship-linked internal …

Background Unhealthy foods are promoted heavily, through food company sponsorship of
elite sport, resulting in extensive exposure among young adults who are avid sport …

Background Food policies and environment (availability, accessibility, affordability,
marketing) in and around educational institutes can influence food choices and behaviours …