References

• 2005SPONSORSHIP-LINKED MARKETING: OPENING THE BLACK BOX679 cited
• 2002Convergence and divergence in consumer behavior: implications for international retailing657 cited
• 2007Intertemporal price discrimination with forward-looking consumers: Application to the US market for console video-games332 cited
• 2011Achieving brand loyalty through sponsorship: the role of fit and self-congruity320 cited
• 2004Performance of Store Brands: A Cross-Country Analysis of Consumer Store-Brand Preferences, Perceptions, and Risk303 cited
• 2013Electronic sports: A new marketing landscape of the experience economy269 cited
• 2002An Empirical Investigation of the Spillover Effects of Advertising and Sales Promotions in Umbrella Branding246 cited
• 2013The impact of event marketing on brand equity208 cited
• 2006Engaging the Consumer through Event Marketing: Linking Attendees with the Sponsor, Community, and Brand200 cited
• 2003Brand equity’s influence on responses to event sponsorships193 cited
• 2005An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes179 cited
• 2007Application of a Model for the Effectiveness of Event Marketing168 cited
• 2013Leveraging sponsorship: The activation ratio114 cited
• 2009Evaluating Event Marketing: Experience or Outcome?