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 …

This research introduces attitude towards the endorsement as a mediating variable in the
relationships between celebrity source and endorsement factors and brand attitude. It also …

Sponsorship is an established marketing communications platform that takes many forms. In
terms of objectives and measurement, sponsorship has functioned like advertising for …

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 …

Traditional sport organizations and their sponsors are beginning to embrace esports, but the
effectiveness of non-endemic sponsorships in esports remains uncertain. Esports …

This paper considers how the Internet can be used to leverage commercial sponsorships to
enhance audience attitudes toward the sponsor. Definitions are offered that distinguish the …

The meanings held by events are sometimes transferable to a brand through sponsorship.
The perceived sponsor–property fit affects brand evaluations. This research hypothesizes …

Purpose To date the vast majority of sponsorship research has focused on the perspective of
sponsors. The purpose of this paper is to use this research to identify factors that sponsored …

A crucial component of many marketing programs, sponsorship has not always received the
same research attention as other tactical marketing levers. Although research has been …

Sponsorship of sporting teams and events has become an increasingly popular form of
corporate and brand communication. Despite the continued growth of sponsorship …