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Sponsorship : what it is and how to use it
0 references·16 citing·57 second hopsampled
Sponsorship : what it is and how to use it (1989)Sponsorship : what it is and how to use itSoft Power Sports Sponsorship – A Social Network Analysis of a New Sponsorship Form (2020)Soft Power Sports Sponsorship…Consumer Perceptions of Sport Sponsor’s Corporate Social Responsibility Activities (2019)Consumer Perceptions of Sport…An examination of women’s sport sponsorship: a case study of female Australian Rules football (2019)An examination of women’s spo…Sponsorship and advertising in sport: a study of consumers’ attitude (2018)Sponsorship and advertising i…Tiger Woods, Nike, and I are (not) best friends: how brand's sports sponsorship in social-media impacts brand consumer's congruity and relationship quality (2015)Tiger Woods, Nike, and I are …Leveraging sponsorship to achieve consumer relationship objectives through the creation of ‘marketing spaces’: An exploratory study (2012)Leveraging sponsorship to ach…How effective is the sponsorship of global sports events? A comparison of the FIFA World Cups in 2006 and 1998 (2010)How effective is the sponsors…The dynamics of brand equity, co-branding and sponsorship in professional sports (2009)The dynamics of brand equity,…The soccer club-sponsor relationship: identifying the critical variables for success (2007)The soccer club-sponsor relat…Understanding relationship fading in cultural sponsorships (2006)Understanding relationship fa…Beyond Sponsorship: Re-Framing Corporate-Sport Relationships (2006)Beyond Sponsorship: Re-Framin…A new framework for evaluating sponsorship opportunities (2006)A new framework for evaluatin…National sports organisations and sponsorship: an identification of best practices (2005)National sports organisations…Factors affecting decision-making in South African sport sponsorships (2002)Factors affecting decision-ma…Sports sponsorship development in leading Canadian companies: issues & trends (1998)Sports sponsorship developmen…Corporate sponsorship by the financial services industry (1994)Corporate sponsorship by the …Self-Concept in Consumer Behavior: A Critical Review (1982)Consumers and Their Brands: Developing Relationship Theory in Consumer Research (1998)Sponsees: the silent side of sponsorship research (2018)The soft power of Arab women’s football: changing perceptions and building legitimacy through social media (2020)Environmental sustainability in the digital age: unraveling the effect of social media on green purchase intention (2024)Advances in Consumer Research (2025)Case Study Research: Design and Methods (1984)The Constitution of Society. (1988)Case Study Research (2004)Sportainment: changing the pace of limited‐overs cricket in South Africa (2009)Change in a Sponsorship Alliance and the Communication Implications of Spontaneous Recovery (2012)From Sponsorship to Partnership in Arts and Business Relations (2015)The Role of Sponsorship in the Marketing Communications Mix (1991)Awareness of Sponsorship and Corporate Image: An Empirical Investigation (1994)An International Review of Sponsorship Research (1998)Strategic fit in international sponsorship - the case of the Olympic Games in Beijing 2008 (2008)The influence of spectators' attitudes on sponsorship awareness: a study in three different leisure events (2008)An examination of sports sponsorship from a small business perspective (2010)The Iron Cage Revisited: Institutional Isomorphism and Collective Rationality in Organizational Fields (1983)The Commitment-Trust Theory of Relationship Marketing (1994)The iron cage revisited institutional isomorphism and collective rationality in organizational fields (2004)Not Playing the Game: Why Sport Sponsorship Relationships Break Down (2010)Evolving priorities in sponsorship: From media management to network management (2012)The effect of familiarity on associated sponsor and event brand attitudes following negative celebrity endorser publicity (2013)Information and Consumer Behavior (1970)Possessions and the Extended Self (1988)Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)No More “Good” Intentions: Purchase Behaviors in Sponsorship (2016)The impact of corporate reputation on brand attitude and purchase intention (2016)The effect of influencer–product fit on advertising recognition and the role of an enhanced disclosure in increasing sponsorship transparency (2020)The Resource-Based Theory of Competitive Advantage: Implications for Strategy Formulation (1991)The cornerstones of competitive advantage: A resource‐based view (1993)Sponsorship: An Evaluation of Management Assumptions and Practices (1999)L'évolution et l'état de l'art de la recherche internationale sur le parrainage (2003)Effects of Strategic Exiting from Sponsorship after Negative Event Publicity (2012)Evaluating Structural Equation Models with Unobservable Variables and Measurement Error (1981)Principles and Practice of Structural Equation Modeling (1998)Common method biases in behavioral research: A critical review of the literature and recommended remedies. (2003)Attachment points, team identification and sponsorship outcomes: evidence from the Indian Premier League (2020)Integrating the S-O-R Model to Examine Purchase Intention Based on Instagram Sponsored Advertising (2022)Off the Court: Examining Social Media Activity and Engagement in Women’s Professional Sport (2022)Case Study Research: Design and Methods (1991)Seeing the same things differently: exploring the unique brand associations linked to women’s professional sport teams (2021)Exploring (Semi) Professionalization in Women’s Team Sport Through a Continuum of Care Lens (2022)Women and the commercial determinants of health (2023)Economic Action and Social Structure: The Problem of Embeddedness (1985)Soft Power (1990)On Network Theory (2011)Fan responses to ownership change in the English Premier League: Motivated ignorance, social creativity and social competition at Newcastle United F.C. (2023)Sponsorship and social justice: brand positioning on diversity and inclusion in sport marketing during the 2020 UEFA European football championship (2023)How social media influencers support political parties in achieving campaign objectives, according to political communicators in Germany (2024)Marktforschung : Methodische Grundlagen und praktische Anwendung (1986)Sports Marketing: A Strategic Perspective (1998)An international review of sponsorship research: extension and update (2003)Benchmarking Sports Sponsorship Performance: Efficiency Assessment With Data Envelopment Analysis (2015)Audience response to endemic and non-endemic sponsors of esports events (2020)The importance of context in understanding football fans’ reactions to corporate stadia naming rights sponsorships (2020)
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  • 2006A new framework for evaluating sponsorship opportunities79 cited
  • 2006Beyond Sponsorship: Re-Framing Corporate-Sport Relationships68 cited
  • 2020Soft Power Sports Sponsorship – A Social Network Analysis of a New Sponsorship Form64 cited
  • 2005National sports organisations and sponsorship: an identification of best practices51 cited
  • 2006Understanding relationship fading in cultural sponsorships48 cited
  • 2015Tiger Woods, Nike, and I are (not) best friends: how brand's sports sponsorship in social-media impacts brand consumer's congruity and relationship quality45 cited
  • 1998Sports sponsorship development in leading Canadian companies: issues & trends45 cited
  • 2010How effective is the sponsorship of global sports events? A comparison of the FIFA World Cups in 2006 and 199845 cited
  • 2019An examination of women’s sport sponsorship: a case study of female Australian Rules football39 cited
  • 2018Sponsorship and advertising in sport: a study of consumers’ attitude36 cited
  • 2009The dynamics of brand equity, co-branding and sponsorship in professional sports28 cited
  • 2012Leveraging sponsorship to achieve consumer relationship objectives through the creation of ‘marketing spaces’: An exploratory study27 cited
  • 1994Corporate sponsorship by the financial services industry26 cited

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  • 2007The soccer club-sponsor relationship: identifying the critical variables for success24 cited
  • 2002Factors affecting decision-making in South African sport sponsorships22 cited
  • 2019Consumer Perceptions of Sport Sponsor’s Corporate Social Responsibility Activities21 cited