...Khaled Hamad Almaiman; Lawrence Ang; Hume Winzar Purpose The purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share. Design/methodology/approach This study uses a best–worst discrete choice...

...Leah Gillooly; Dominic Medway; Gary Warnaby; Tony Grimes Purpose The purpose of this paper is to explore fans’ reactions to corporate naming rights sponsorship of football club stadia and identify a range of contextual factors impacting these reactions. Design/methodology/approach...

... was developed to account for consumers’ reactions toward a new sponsor in the context of a sponsorship change, depending on whether the former and new sponsors are competitors, the duration of the relationship between the former sponsor and the event (tenure length), and the level of congruence between the new...

... sponsors Practical implications Event sponsorship offers an attractive platform for brands to demonstrate good corporate citizenship; therefore, marketers should consider ESR as a key criterion when selecting events to sponsor. Marketers should sponsor events with high event-sponsor portfolio fit...

...Steven Bellman; Jamie Murphy; Shruthi Vale Arismendez; Duane Varan Purpose This paper aims to test TV sponsorship bumper effects, for the same brand, on 30-s TV spot advertising. Design/methodology/approach An experimental study tests sponsorship bumpers and 30-s TV spot ads for eight brands...

...Siv Skard; Helge Thorbjornsen Purpose Previous research suggests that firms should articulate incongruent sponsorships to provide a rationale for the relationship between sponsor and sponsorship object. Fit articulation is a strategy that communicates shared associations between sponsor and object...

...Alexander Edeling; Stefan Hattula; Torsten Bornemann Purpose This study aims at developing and testing a conceptual model that shows the antecedents of the recall of a former sponsorship. Design/methodology/approach Primary (n = 1,146) and secondary data from German professional...

...Carolin Plewa; François Anthony Carrillat; Marc Mazodier; Pascale G. Quester Purpose This study aims to investigate how organizations can utilize sport sponsorship to build their corporate social responsibility (CSR) image effectively, by examining the attributes of a sports property that are most...

...Reinhard Grohs; Heribert Reisinger; David M. Woisetschläger Purpose – The purpose of this study is to understand the occurrence, formation and magnitude of negative effects for sponsors of rival sports teams and to identify means to counteract negative sponsorship effects. Design/methodology...

...Richard Lee; Marc Mazodier Purpose – This paper aims to examine the impacts of consumer ethnocentrism, animosity and cosmopolitanism on the effects of sponsorships on brand affect and brand trust, using latent growth modelling (LGM) to disentangle the static and dynamic components of brand affect...

...François Anthony Carrillat; Alain d'Astous; François Bellavance; François Eid Purpose – The purpose of this paper is to assess the effectiveness of field sponsorship through sponsor recall and recognition across two environments that differ on the degree of felt presence they trigger among...

...David M. Woisetschläger; Vanessa J. Haselhoff; Christof Backhaus Purpose – The aim of this article is to contribute to the literature by analyzing potential determinants of fan resistance to naming right sponsorships. Although sports sponsorships mostly trigger neutral or positive reactions...

...François Anthony Carrillat; Alain d’Astous Purpose – The purpose of this study is to contrast athlete endorsement vs athlete sponsorship from a power imbalance perspective when a scandal strikes the athlete. Design/methodology/approach – A first study was conducted with a probabilistic...

... and beneficial for the pseudo-sponsor. Furthermore, although dominant brands benefit more from their sponsorships, they are more affected by an ambush than non-dominant brands. Research limitations/implications – Only one sponsor and one pseudo-sponsor were considered at a time. In addition, digital media...

...Erik L. Olson; Hans Mathias Thjømøe Purpose The purpose of this paper is to compare the relative performance of TV sponsorships with the industry standard 30‐second TV spot advertising on achieving common communication goals. Design/methodology/approach The two media are tested...

...David M. Woisetschläger; Manuel Michaelis Purpose Existing research on sponsorship effects shows that the congruence (i.e. fit) between sponsor and sponsored cause is critical for a change in brand image. Congruence between sponsor and sponsored cause is seen as static in nature. From a dynamic...

...François A. Carrillat; Alain d'Astous Purpose The objective of this article is to explore the general idea that there is a limit to the extent to which consumers make goodwill assumptions when sponsorship is used in combination with advertising. Design/methodology/approach An experiment...

... is associated with lower attitudes towards the ambusher's brand. Two variables moderate this effect: involvement in the event and attitude towards sponsorship, both of which worsen the negative influence of ambush disclosure on audiences' attitudes. Research limitations/implications While the empirical work...

... to their identification. Strongly identified fans more often show their support by wearing team jerseys, caps, jackets and so on, no matter whether the team is winning or losing. Similarly, the results of research by Lings and Owen (2007) confirm the role of affective commitment in sport sponsorship purchase intentions...

... marketing in non‐commercial sectors. We focus next on literature that specifically examines the political effects of public sector and social marketing. © Emerald Group Publishing Limited 2010 Advertising Government Sponsorship Sales campaigns In this paper we seek first...