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The Impact of Brand Cohesiveness and Sport Identification on Brand Fit in a Sponsorship Context

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References

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1,079 cited

1999Building Brand Image Through Event Sponsorship: The Role of Image Transfer1,041 cited

2000Determinants of Sports Sponsorship Response1,015 cited

Cited by

2013Human Brands in Sport: Athlete Brand Personality and Identification244 cited
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2014Factors Influencing Sponsorship Effectiveness: A Meta-Analytic Review and Research Synthesis120 cited
2015Second Screen and Sports: A Structural Investigation Into Team Identification and Efficacy90 cited
2012Understanding Consumer Response to Sponsorship Information: A Resource‐Matching Approach88 cited
2011Sponsorship and CSR: is there a link? A conceptual framework88 cited
2009IMAGE TRANSFER IN CORPORATE EVENT SPONSORSHIP: ASSESSING THE IMPACT OF TEAM IDENTIFICATION AND EVENT-SPONSOR FIT87 cited
2017The influence of sport sponsorship on brand equity and purchase behavior86 cited
2018Sponsor-event congruence effects: The moderating role of sport involvement and mediating role of sponsor attitudes82 cited
2016No More “Good” Intentions: Purchase Behaviors in Sponsorship77 cited
2020Esports Sponsorship: An Empirical Examination of Esports Consumers’ Perceptions of Non-Endemic Sponsors77 cited
2016Sport event-sponsor fit and its effects on sponsor purchase intentions: a non-consumer perspective among athletes, volunteers and spectators67 cited
2017A model bridging team brand experience and sponsorship brand experience62 cited
2015Drivers of brand image improvement in sports-event sponsorship59 cited
2013The effect of familiarity on associated sponsor and event brand attitudes following negative celebrity endorser publicity58 cited
2022Sponsorship image and value creation in E-sports57 cited