Sponsorship of sports, arts or events can be a powerful form of marketing communication for
businesses and organizations. This new edition of Sponsorship in Marketing introduces the …

Controversial sports sponsorships—namely those in which the sponsoring company is
involved in ethically questionable activities—is a relevant area of research. Currently, there …

This textbook provides students with an essential introduction to the theoretical
underpinnings and practicalities of managing the marketing of events. In order to market …

The present study investigates the influence the organizing body's reputation has on the
image of a sports mega-event and on the mega-event sponsors' consumer-based brand …

How do sporting-event attendees visually or cognitively process sponsorship? In the context
of a professional tennis event, the current study examined attendees' visual processing and …

Today, sponsorship is a widely-used marketing communications tool. While consumers'
responses to sponsorship have been extensively studied, little research has been …

Purpose In 2017, the National Basketball Association (NBA) became the first major
professional North American sport league to adopt jersey sponsorship. While professional …

Purpose The purpose of this paper is to examine the interesting dynamics of image transfer
when multiple brands get together to sponsor a property, referred to as concurrent …

ABSTRACT Rationale/Purpose The purpose of this study is to develop and test a
parsimonious model of brand equity reverse transfer, where the reputations of sponsoring …

This research tests a model of the effects of personalized product placements on consumer
preference, both for the embedded brand and the digital entertainment product in which that …