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Increasing sponsorship effectiveness through brand experience

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References

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2001Social identity effects in a belief-attitude-intentions hierarchy: Implications for corporate sponsorship

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457 cited

2000The Influence of Social Alliances with Sports Teams on Intentions to Purchase Corporate Sponsors' Products453 cited

Cited by

2021An Empirical Exploration of Sports Sponsorship: Activation of Experiential Marketing, Sponsorship Satisfaction, Brand Equity, and Purchase Intention40 cited
2018Reprint of "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis"33 cited
2021The influence of brand experience on satisfaction, uncertainty and brand loyalty: a focus on the golf club industry23 cited
2019Consumer Perceptions of Sport Sponsor’s Corporate Social Responsibility Activities21 cited
2019Leveraging spectator emotion: A review and conceptual framework for marketing health behaviors in elite sports21 cited
2018Facing contradictory emotions in event marketing: leveraging on surprise16 cited
2020From fans to buyers: antecedents of sponsor's products purchase intention16 cited
2015Points of Attachment and Sponsorship Outcomes in an Individual Sport15 cited
2017Experiential sponsorship activation at a sports mega-event: the case of Cisco at London 201214 cited
2019The Rediscovery of Brand Experience Dimensions with Big Data Analysis: Building for a Sustainable Brand12 cited