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Managerial mindsets and the symbiotic relationship between sponsorship and advertising

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References

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2009Can sponsorships be harmful for events? Investigating the transfer of associations from sponsors to events

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43 cited

2000Ambush marketing – ‘An Olympic event’34 cited

2003L'évolution et l'état de l'art de la recherche internationale sur le parrainage34 cited

2010The Effect of Celebrity Conformity on the Purchase Intention of Celebrity Sponsorship Brand: The Moderating Effects of Symbolic Consumption and Face-Saving33 cited

2016The impacts of fans’ sincerity perceptions and social media usage on attitude toward sponsor30 cited

2012Leveraging sponsorship to achieve consumer relationship objectives through the creation of ‘marketing spaces’: An exploratory study27 cited

2006Residual Brand Awareness Following the Termination of a Long‐term Event Sponsorship and the Appointment of a New Sponsor26 cited

2005Tries and conversions: are sports sponsors pursuing the right objectives?24 cited

2017Feelings of gratitude: a mechanism for consumer reciprocity22 cited

2008An examination of the impact of player transgressions on sponsorship b2b relationships22 cited

2002Factors affecting decision-making in South African sport sponsorships22 cited

2010The impact of sponsorship announcements on shareholder wealth in Australia21 cited

2013Strategic resource planning for football clubs19 cited

2017Sponsorship programmes and corruption in sport: management responses to a growing threat18 cited

2019The Role of Culture in Sports Sponsorship: an Update16 cited

2009Brand image, equity, and sports sponsorship15 cited