... 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...

...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...

...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...

...J.A.F. Nicholls; Sydney Roslow; Sandipa Dublish With such copious amounts of money being poured into sports marketing, measures of effectiveness are very necessary (Meenaghan, 1991b; Witcher et al., 1991). Until effectiveness measures for this advertising medium are created, most...

...Roger Bennett © Emerald Group Publishing Limited 1999 Notwithstanding the debate concerning the precise form of the exposure/liking relationship, substantial a priori reasons exist for suspecting that mere exposure effects could be more powerful at sporting events than in other...

...Stephen A. Greyser While sponsorship is well-covered in great depth, other key elements of the revenue-side of the sport marketing equation are virtually absent. The zone of television -- whose rights, fee revenues and promotional time fuel the marketing of leagues and teams -- is barely...

...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...

... lends itself to the symbolic fields specific to a sport, a club or an event. We can conclude from these latter definitions of image that a sporting organisation, as a social object or phenomenon embodies a stock of image capital. Aaker (1991) has analysed the contribution of image to the value...

...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...

...Daniel S. Mason Only after all teams agree to the conditions in which the league games are scheduled and governed can the league product be actually produced (Goldman, 1989). Because the attractiveness of the product produced is dependent upon the appearance of rivalry between clubs, the sports...

...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...