Sponsorship studies have generally been focused on attitudinal measures of fan loyalty to
understand the reactions to abstract sponsors. This study examines the relationships …

E-sports games can drive the sports industry forward and sponsorship is the best way to
engage consumers of this new sport. The purpose of this study is to examine the effect of …

Apart from the broad oversight of a company's supply chain practices, more businesses are
recognizing the importance of corporate social responsibility (CSR) and its influence on …

The growth of sport sponsorship has led to an increase in the number of studies measuring
sponsorship outcomes in different sport settings. Most studies, however, have focused on …

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 …

Purpose The scope of this study was to underline the specific aspects of positive consumer
attitude and behavior related to sports sponsorship. In more detail, the purpose of this study …

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 …

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 Previous research has focused on the antecedents of fan loyalty or the link
between fans and the team on sponsorship reactions, but no comprehensive framework has …

This study takes a longitudinal perspective to investigate sponsorship awareness in a
multiple-year, international context pertaining to the Union of European Football …