... result is unpredictable and possibly negative. Donald C. Barnes can be contacted at: barnesd@uncw.edu 01 03 2021 28 10 2021 24 03 2022 22 08 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Sports Customer delight...

... with other congruent objects in the same context. Research limitations/implications The focus on one type of sponsorship (sport sponsorship) in one country (Germany) is the main limitation of this research. Practical implications The findings of this paper should encourage managers to consider...

...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...

... obtained in the context of a single sports event; additional studies need to be conducted using different sports. In addition, the comparison of on-site audience with other types of media audiences (e.g. on-line broadcasting) is warranted. Practical implications – Arousal intensity results from...

... by identifying the opportunities and potential biases that a foreign company may encounter when considering sponsoring a mega sport event in a different cultural context. The study helps managers to understand how sports sponsorship could be used effectively in emerging markets. Originality/value...

...Erik L. Olson Purpose The purpose of this paper is to develop a comprehensive model of high‐level sponsorship effects that works well in both sports and cultural sponsorship contexts. Design/methodology/approach The sponsorship model is tested using survey data from target market...

...Hans H. Bauer; Nicola E. Sauer; Philipp Schmitt Purpose The paper aims to refine existing customer‐based brand equity models for the team sport industry and examine the importance of brand equity in the professional German soccer league Bundesliga. Design/methodology/approach After assessing...