References

• 1995The Economic Worth of Celebrity Endorsers: An Event Study Analysis934 cited
• 1998Brand Values and Capital Market Valuation541 cited
• 1994Awareness of Sponsorship and Corporate Image: An Empirical Investigation450 cited
• 2001Exploring Managers' Perceptions of the Impact of Sponsorship on Brand Equity394 cited
• 2009The Worth of Product Placement in Successful Films: An Event Study Analysis217 cited
• 2006Effect of Perceived Sport Event and Sponsor Image Fit on Consumers’ Cognition, Affect, and Behavioral Intentions209 cited
• 2001Assessing the Market Value of Sponsoring: Corporate Olympic Sponsorships184 cited
• 2008The effects of sport involvement, sponsor awareness and corporate image on intention to purchase sponsors' products173 cited
• 2005The Relationship Between Major-League Sports' Official Sponsorship Announcements and the Stock Prices of Sponsoring Firms169 cited
• 2000The impact of sport sponsorship activities, Corporate image and prior use on a consumer purchase Intent144 cited
• 1997Awareness as a measure of sponsorship effectiveness: the Adelaide Formula One Grand Prix and evidence of incidental ambush effects136 cited
• 1998Current developments & future directions in sponsorship119 cited
• 2001Case study: The network approach to international sport sponsorship arrangement117 cited
• 1997