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Marc Mazodier · Study

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Marc Mazodier

16 works· latest 2023· 7 institutionscluster: provisionalORCID 0000-0001-9836-8564

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Citations970

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Most cited in this library

Achieving brand loyalty through sponsorship: the role of fit and self-congruity2011 · 320 citations
Are sponsorship announcements good news for the shareholders? Evidence from international stock exchanges2013 · 84 citations
The role of sponsorship fit for changing brand affect: A latent growth modeling approach2013 · 83 citations
Beyond brand attitude: Individual drivers of purchase for symbolic cobranded products2014 · 68 citations
The Color of Support: The Effect of Sponsor–Team Visual Congruence on Sponsorship Performance2019 · 64 citations

Works

16 shown

The positive effects of integrated advertising, featuring diverse ensembles, on societal identification and mainstream brand value

Journal of the Academy of Marketing Science·2023·3 authors

19citations

The Color of Support: The Effect of Sponsor–Team Visual Congruence on Sponsorship Performance

Journal of Marketing·2019·3 authors

64citations

The Long Reach of Sponsorship: How Fan Isolation and Identification Jointly Shape Sponsorship Performance

Journal of Marketing·2018·3 authors

54citations

The Long Reach of Sponsorship: How Fan Isolation and Identification Jointly Shape Sponsorship Performance

Journal of Marketing·2018·3 authors

23citations

Advertisement Typicality: A Longitudinal Experiment

Journal of Advertising Research·2017·3 authors

15citations

The Hidden Factors Behind Sponsorship and Image Transfer

Journal of Advertising Research·2016·3 authors

32citations

Which sport sponsorships most impact sponsor CSR image?

European Journal of Marketing·2016·4 authors·Open access

55citations

The impact of celebrity endorsement on wine brands’ likeability and purchase intention: A Chinese perspective: .

HAL·2016·3 authors·other

1citations

The roles of consumer ethnocentrism, animosity, and cosmopolitanism in sponsorship effects

European Journal of Marketing·2015·2 authors

56citations

Beyond brand attitude: Individual drivers of purchase for symbolic cobranded products

Journal of Business Research·2014·2 authors·Open access

68citations

Determinants of Community‐Based Sponsorship Impact on Self‐Congruity

Psychology and Marketing·2013·4 authors·Open access

25citations

The role of sponsorship fit for changing brand affect: A latent growth modeling approach

International Journal of Research in Marketing·2013·2 authors

83citations

Are sponsorship announcements good news for the shareholders? Evidence from international stock exchanges

Journal of the Academy of Marketing Science·2013·1 author·Open access

84citations

Unmasking the ambushers: conceptual framework and empirical evidence

European Journal of Marketing·2012·3 authors·Open access

58citations

Achieving brand loyalty through sponsorship: the role of fit and self-congruity

Journal of the Academy of Marketing Science·2011·2 authors·Open access

320citations

Ambush Marketing Disclosure Impact on Attitudes toward the Ambusher's Brand

Recherche et Applications en Marketing (English Edition)·2010·2 authors

13citations