... at http://creativecommons.org/licences/by/4.0/legalcode Sport Sponsorship Fans Fit Naming rights Stadia The trading of stadia naming rights, or “selling home” (Boyd, 2000), has become a widespread aspect of sports sponsorship over the past 40 years. This practice differs from other...

...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...

...Stephen A. Greyser Christine M. Brooks′ Sports Marketing (Prentice-Hall, 1994) is a useful, clearly-written, well-structured volume that balances attention to sports and attention to marketing. The core of her approach is the perspective of the sports venture manager or developer, e.g. putting...

...Lynn R. Kahle Jon Spoelstra Ice to the Eskimos: How to Market a Product Nobody Wants New York, NY HarperCollins 1997 275 pp 0887308511 US$22 © Emerald Group Publishing Limited 1999 --> tation Innovation Marketing strategy Sport When...

...Tony Meenaghan; Paul O’Sullivan © Emerald Group Publishing Limited 1999 Brand Consumption Fan Network analysis Product Sport Playpower ± sports meets marketing Tony Meenaghan Department of Marketing, Graduate Business School, University College, Dublin, Ireland and Paul...

... and deployment of proprietary resources. © Emerald Group Publishing Limited 1999 Competences Competitive strategy Marketing mix Resource management Sponsorship Sport Sport sponsorship involves the allocation of scarce resources with the intent of achieving certain organisational...

...Gillian C. Hopkinson; Davashish Pujari © Emerald Group Publishing Limited 1999 Consumer behaviour Consumer marketing Factor analysis Marketing research Marketing theory Sport “Experience” is gaining popularity in marketing research. Interest in the experience of consumption...

...Daniel S. Mason © Emerald Group Publishing Limited 1999 As explained by Neale (1964), in his classic analysis of professional sports operations, “the first peculiarity of the economics of professional sports is that receipts depend upon competition among ... the teams, not upon business...

...J.A.F. Nicholls; Sydney Roslow; Sandipa Dublish © Emerald Group Publishing Limited 1999 Advertising Brands Consumer behaviour Sponsorship Sport USA Sponsorship provides the wherewithal for the production of sports events and so for promotion to the consumers who attend...

...G. Scott Erickson; Roland J. Kushner © Emerald Group Publishing Limited 1999 Alliances Network analysis Organizational theory Service industries Services marketing Sport In spite of the conclusions drawn by the popular press over a race to “bigness” (Mandel et al., 1995...

...Richard L. Irwin; D. Zwick; William A. Sutton © Emerald Group Publishing Limited 1999 Franchising Marketing management Marketing planning Marketing research Sport USA It has been argued that a for-profit business would not survive without effective marketing operations...

...Roger Bennett © Emerald Group Publishing Limited 1999 Advertising Brands Consumer behaviour Sport Sponsorship Sponsorship is an important tool of marketing communication that seeks to achieve favourable publicity for a company and/or its brands within a certain target...

...Alain Ferrand; Monique Pages © Emerald Group Publishing Limited 1999 Brand Consumer behaviour Image Sponsorship Sport Value Sports organisations, in their function as social phenomena, project an image to their environment. This image derives from a variety of facets...