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The Role of Mega-Sports Event Interest in Sponsorship and Ambush Marketing Attitudes
16 references·5 citing·52 second hop
The Role of Mega-Sports Event Interest in Sponsorship and Ambush Marketing Attitudes (2012)The Role of Mega-Sports Event Interest in…The Pivotal Roles of Product Knowledge and Corporate Social Responsibility in Event Sponsorship Effectiveness (2009)The Pivotal Roles of Product …The Olympic brand, ambush marketing and clutter (2008)The Olympic brand, ambush mar…The Interrelationship between Sport Event and Destination Image and Sport Tourists' Behaviours (2007)The Interrelationship between…Effect of Perceived Sport Event and Sponsor Image Fit on Consumers’ Cognition, Affect, and Behavioral Intentions (2006)Effect of Perceived Sport Eve…A new framework for evaluating sponsorship opportunities (2006)A new framework for evaluatin…An international review of sponsorship research: extension and update (2003)An international review of sp…The Value of Winning in Motorsports: Sponsorship-linked Marketing (2001)The Value of Winning in Motor…Consumers’ Responses to Negative Word‐of‐Mouth Communication: An Attribution Theory Perspective (2001)Consumers’ Responses to Negat…The association endorsement and consumers’ intention to purchase (2000)The association endorsement a…Building Brand Image Through Event Sponsorship: The Role of Image Transfer (1999)Building Brand Image Through …Consumer Perceptions of Advertising Clutter and Its Impact Across Various Media (1998)Consumer Perceptions of Adver…Ambush marketing: Is confusion to blame for the flickering of the flame? (1998)Ambush marketing: Is confusio…Point of View: Ambush Marketing: Immoral or Imaginative Practice? (1994)Point of View: Ambush Marketi…Recent Attribution Research in Consumer Behavior: A Review and New Directions (1988)Recent Attribution Research i…Measuring the Involvement Construct (1985)Measuring the Involvement Con…Attitudes and Opinions (1972)Attitudes and OpinionsThe gladiatorial sponsorship arena: how ambushing impacts memory (2019)The gladiatorial sponsorship …Sponsorship of the 2016 Rio Olympic Games: An Empirical Examination of the Reactions to Local Sponsors and Rival Brands (2018)Sponsorship of the 2016 Rio O…European football supporter attitudes toward ambush marketing (2018)European football supporter a…An Examination of Employees’ Response to Sponsorship: The Role of Team Identification (2018)An Examination of Employees’ …A Systematic Literature Review on Ambush Marketing in Sport (2015)A Systematic Literature Revie…Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics (1981)Why we buy what we buy: A theory of consumption values (1991)Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)Engaging the Consumer through Event Marketing: Linking Attendees with the Sponsor, Community, and Brand (2006)Measuring the Effectiveness of Sponsorship of an Elite Intercollegiate Football Program (2008)Delineating the outcomes of sponsorship (2009)A model of image creation and image transfer in event sponsorship (1997)An International Review of Sponsorship Research (1998)Understanding sponsorship effects (2001)Birds of a feather flock together…definition, role and measure of congruence: An application to sponsorship (2007)Sport Sponsorship: The Relationship Between Team Loyalty, Sponsorship Awareness, Attitude Toward the Sponsor, and Purchase Intentions (2013)Sport and social media research: A review (2014)Theory of the firm: Managerial behavior, agency costs and ownership structure (1976)Using daily stock returns (1985)Efficient Capital Markets: II (1991)THE EFFECTS OF SPONSOR RELEVANCE ON CONSUMER REACTIONS TO INTERNET SPONSORSHIPS (2003)Celebrity Endorsements, Firm Value, and Reputation Risk: Evidence from the Tiger Woods Scandal (2013)Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure (2020)Who is the Celebrity Endorser? 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References

  • 1985Measuring the Involvement Construct6,012 cited
  • 1999Building Brand Image Through Event Sponsorship: The Role of Image Transfer1,041 cited
  • 1988Recent Attribution Research in Consumer Behavior: A Review and New Directions1,040 cited
  • 2001Consumers’ Responses to Negative Word‐of‐Mouth Communication: An Attribution Theory Perspective502 cited
  • 2007The Interrelationship between Sport Event and Destination Image and Sport Tourists' Behaviours453 cited
  • 2003An international review of sponsorship research: extension and update412 cited
  • 1972Attitudes and Opinions346 cited
  • 2006Effect of Perceived Sport Event and Sponsor Image Fit on Consumers’ Cognition, Affect, and Behavioral Intentions209 cited
  • 2000The association endorsement and consumers’ intention to purchase178 cited
  • 2001The Value of Winning in Motorsports: Sponsorship-linked Marketing162 cited
  • 1994Point of View: Ambush Marketing: Immoral or Imaginative Practice?150 cited
  • 2009The Pivotal Roles of Product Knowledge and Corporate Social Responsibility in Event Sponsorship Effectiveness134 cited
  • 1998Ambush marketing: Is confusion to blame for the flickering of the flame?121 cited
  • 2008The Olympic brand, ambush marketing and clutter89 cited

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1998
Consumer Perceptions of Advertising Clutter and Its Impact Across Various Media
82 cited
  • 2006A new framework for evaluating sponsorship opportunities79 cited
  • Cited by

    • 2018Sponsorship of the 2016 Rio Olympic Games: An Empirical Examination of the Reactions to Local Sponsors and Rival Brands17 cited
    • 2018An Examination of Employees’ Response to Sponsorship: The Role of Team Identification17 cited
    • 2019The gladiatorial sponsorship arena: how ambushing impacts memory12 cited
    • 2015A Systematic Literature Review on Ambush Marketing in Sport10 cited
    • 2018European football supporter attitudes toward ambush marketing9 cited