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Leveraging sponsorship: The activation ratio
16 references·16 citing·39 second hopsampled
Leveraging sponsorship: The activation ratio (2013)Leveraging sponsorship: The activation ra…Advances in Consumer Research (2025)Advances in Consumer ResearchQualitative Data Analysis (2008)Qualitative Data AnalysisRadical Change Accidentally: The Emergence and Amplification of Small Change (2007)Radical Change Accidentally: …SPONSORSHIP-LINKED MARKETING: OPENING THE BLACK BOX (2005)SPONSORSHIP-LINKED MARKETING:…Organizing Far from Equilibrium: Nonlinear Change in Organizational Fields (2005)Organizing Far from Equilibri…Case study research methods for theory building (2003)Case study research methods f…Understanding sponsorship effects (2001)Understanding sponsorship eff…Social identity effects in a belief-attitude-intentions hierarchy: Implications for corporate sponsorship (2001)Social identity effects in a …Building Brand Image Through Event Sponsorship: The Role of Image Transfer (1999)Building Brand Image Through …An International Review of Sponsorship Research (1998)An International Review of Sp…A model of image creation and image transfer in event sponsorship (1997)A model of image creation and…The Art of Case Study Research (1996)The Art of Case Study ResearchSunk Costs in the NBA: Why Draft Order Affects Playing Time and Survival in Professional Basketball (1995)Sunk Costs in the NBA: Why Dr…Tightening the Iron Cage: Concertive Control in Self-Managing Teams (1993)Tightening the Iron Cage: Con…ORGANIZATIONAL ESCALATION AND EXIT: LESSONS FROM THE SHOREHAM NUCLEAR POWER PLANT. (1993)ORGANIZATIONAL ESCALATION AND…Applications of case study research (1993)Applications of case study re…Sport sponsorship as a booster for customer engagement: the role of activation, authenticity and attitude (2022)Sport sponsorship as a booste…Olympic Sponsorships and Brand Value: An Empirical Analysis (2021)Olympic Sponsorships and Bran…How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products (2021)How does promotion mix affect…Are sports sponsorship announcements good news for shareholders? A meta-analysis (2021)Are sports sponsorship announ…Understanding Sponsorship: A Consumer-Centric Model of Sponsorship Effects (2020)Understanding Sponsorship: A …Spillover effect in promotion: Evidence from video game publishers and eSports tournaments (2020)Spillover effect in promotion…Audience response to endemic and non-endemic sponsors of esports events (2020)Audience response to endemic …The Olympic Games and associative sponsorship (2019)The Olympic Games and associa…Leveraging spectator emotion: A review and conceptual framework for marketing health behaviors in elite sports (2019)Leveraging spectator emotion:…Less “Sponsorship As Advertising” and More Sponsorship-Linked Marketing As Authentic Engagement (2019)Less “Sponsorship As Advertis…Influence of perceived and effective congruence on recall and purchase intention in sponsored printed sports advertising (2019)Influence of perceived and ef…Evaluating the Improvement of Sustainability of Sports Industry Policy Based on MADM (2016)Evaluating the Improvement of…“I support your team, support me in turn!” (2015)“I support your team, support…Servicing in Sponsorship: A Best-Worst Scaling Empirical Analysis (2014)Servicing in Sponsorship: A B…Marketing Communications Role in Shaping Consumer Awareness of Cause-Related Marketing Campaigns (2014)Marketing Communications Role…Consumer attitudes towards ambush marketing (2014)Consumer attitudes towards am…Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process (1989)Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)Dimensions of Brand Personality (1997)CONGRUENCE EFFECTS IN SPONSORSHIP: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive (2004)The Interrelationship between Sport Event and Destination Image and Sport Tourists' Behaviours (2007)Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? (1981)The Commitment-Trust Theory of Relationship Marketing (1994)A model of fan identification: antecedents and sponsorship outcomes (2003)Sport and social media research: A review (2014)Measuring Consumer Involvement Profiles (1985)Mood States and Consumer Behavior: A Critical Review (1985)The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising (1994)An international review of sponsorship research: extension and update (2003)Achieving brand loyalty through sponsorship: the role of fit and self-congruity (2011)Better together? Harnessing the power of brand placement through program sponsorship messages (2017)Administrative Behavior: A Study of Decision-Making Processes in Administrative Organization. (1978)The Social Psychology of Organizations. (1979)The Constitution of Society. Outline of the Theory of Structuration (1984)What Makes Teams Work: Group Effectiveness Research from the Shop Floor to the Executive Suite (1997)The Network Structure Of Social Capital (2000)Inequality Regimes (2006)Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement (1983)The Social Identity Theory of Intergroup Behavior (2004)Sponsorship-Linked Marketing: The Role of Articulation in Memory (2006)Alliances Between Brands and Social Causes: The Influence of Company Credibility on Social Responsibility Image (2010)Managing Brand Equity (1991)Consumer Responses to Corporate Social Responsibility (CSR) Initiatives: Examining the Role of Brand-Cause Fit in Cause-Related Marketing (2007)Introduction to Case Study (1997)Social Capital: A Missing Link to Disaster Recovery (2004)Using Numbers in Qualitative Research (2010)Document Analysis as a Qualitative Research Method (2009)Qualitative Case Study Methodology: Study Design and Implementation for Novice Researchers (2015)Metodologi Penelitian Kualitatif (2022)The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty (2001)Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? (2004)Bibliometric Methods in Management and Organization (2014)How Many Interviews Are Enough? (2005)A General Inductive Approach for Analyzing Qualitative Evaluation Data (2006)The qualitative content analysis process (2008)
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References

  • 2008Qualitative Data Analysis17,372 cited
  • 1996The Art of Case Study Research15,826 cited
  • 2025Advances in Consumer Research13,264 cited
  • 1993Applications of case study research7,853 cited
  • 1993Tightening the Iron Cage: Concertive Control in Self-Managing Teams2,250 cited
  • 1999Building Brand Image Through Event Sponsorship: The Role of Image Transfer1,041 cited
  • 1997A model of image creation and image transfer in event sponsorship762 cited
  • 1998An International Review of Sponsorship Research710 cited
  • 2005SPONSORSHIP-LINKED MARKETING: OPENING THE BLACK BOX679 cited
  • 2001Understanding sponsorship effects561 cited
  • 2003Case study research methods for theory building551 cited
  • 2007Radical Change Accidentally: The Emergence and Amplification of Small Change543 cited
  • 1993ORGANIZATIONAL ESCALATION AND EXIT: LESSONS FROM THE SHOREHAM NUCLEAR POWER PLANT.517 cited
  • 2005Organizing Far from Equilibrium: Nonlinear Change in Organizational Fields484 cited
  • 2001Social identity effects in a belief-attitude-intentions hierarchy: Implications for corporate sponsorship457 cited

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1995
Sunk Costs in the NBA: Why Draft Order Affects Playing Time and Survival in Professional Basketball
402 cited

Cited by

  • 2019Less “Sponsorship As Advertising” and More Sponsorship-Linked Marketing As Authentic Engagement112 cited
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  • 2015“I support your team, support me in turn!”51 cited
  • 2016Evaluating the Improvement of Sustainability of Sports Industry Policy Based on MADM46 cited
  • 2020Understanding Sponsorship: A Consumer-Centric Model of Sponsorship Effects44 cited
  • 2020Spillover effect in promotion: Evidence from video game publishers and eSports tournaments44 cited
  • 2014Marketing Communications Role in Shaping Consumer Awareness of Cause-Related Marketing Campaigns42 cited
  • 2014Consumer attitudes towards ambush marketing35 cited
  • 2019Influence of perceived and effective congruence on recall and purchase intention in sponsored printed sports advertising35 cited
  • 2020Audience response to endemic and non-endemic sponsors of esports events32 cited
  • 2014Servicing in Sponsorship: A Best-Worst Scaling Empirical Analysis31 cited
  • 2022Sport sponsorship as a booster for customer engagement: the role of activation, authenticity and attitude28 cited
  • 2021Are sports sponsorship announcements good news for shareholders? A meta-analysis25 cited
  • 2021Olympic Sponsorships and Brand Value: An Empirical Analysis22 cited
  • 2019Leveraging spectator emotion: A review and conceptual framework for marketing health behaviors in elite sports21 cited
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