Esports sponsorship: An empirical examination of esports consumers' perceptions of non-endemic sponsors
Traditional sport organizations and their sponsors are beginning to embrace esports, but the
effectiveness of non-endemic sponsorships in esports remains uncertain. Esports …
effectiveness of non-endemic sponsorships in esports remains uncertain. Esports …
The mediating effect of herd behavior and brand attitude towards the impact of spokesman credibility, source fit, and online word-of-mouth on purchase intention
Product endorsement has become a common marketing method. Many companies hire a
famous person to act as the spokesman for the product and brand. They want to use the …
famous person to act as the spokesman for the product and brand. They want to use the …
Strategic sport sponsorship management–A scale development and validation
Despite the significant increment in sport sponsorship and the affirmation of its strategically
vital nature, extant research has confined its focus to narrow strategic goals, which …
vital nature, extant research has confined its focus to narrow strategic goals, which …
The power of brand passion in sports apparel brands
Purpose The purpose of this study is to determine if brand passion shapes attitudinal brand
loyalty while driving a series of important brand-related outcomes (ie brand advocacy, social …
loyalty while driving a series of important brand-related outcomes (ie brand advocacy, social …
The impact of sponsorship on social media engagement: A longitudinal examination of professional sport teams
Social media has become an important frontier in the sport sponsorship paradigm (Dees,
2011), offering brands a powerful mechanism to stimulate consumer engagement (Vale & …
2011), offering brands a powerful mechanism to stimulate consumer engagement (Vale & …
Sport sponsorship decision making in a global market: An approach of Analytic Hierarchy Process (AHP)
S Lee, SD Ross - Sport, Business and Management: An International …, 2012 - emerald.com
Purpose–The purpose of this study is to identify the decision making factors of sport
sponsorship in the global market context using Analytic Hierarchy Process (AHP) …
sponsorship in the global market context using Analytic Hierarchy Process (AHP) …
Understanding athlete brand life cycle
The purpose of this study was to present a framework to aid understanding athlete brand life
cycle and how to extend it. A thorough review of the literature was conducted to create the …
cycle and how to extend it. A thorough review of the literature was conducted to create the …
Satellite fans: Does sport nostalgia influence purchase intention toward sponsors' products?
The purpose of this study was to investigate how nostalgia influences their attitude towards
the European Professional Football Leagues (EPFL) sponsors and purchase intention …
the European Professional Football Leagues (EPFL) sponsors and purchase intention …
A conceptual framework to understand the creation of athlete brand and its implications
The purpose of this study was to propose a conceptual framework for understanding how to
establish athletes as brands. Based on an extensive literature review, the proposed model …
establish athletes as brands. Based on an extensive literature review, the proposed model …
[HTML][HTML] Sport event vs. art event? The effect of CSR-linked sponsorship event type on product purchase
Companies often administer sponsorship initiatives to fulfill their Corporate Social
Responsibility (CSR), and this practice is called CSR-linked sponsorship. This study …
Responsibility (CSR), and this practice is called CSR-linked sponsorship. This study …