... of sponsor brand integration), and whether effectiveness is dependent on the consumer’s level of identification with the sport being broadcast. Design/methodology/approach A 2×2 (experimental/control and high SportID/low SportID) between-subjects experimental design featuring the broadcast of a sport...

... a competitor should earn, based on these factors. © 2012 by Winthrop Publications Limited 2012 licensed reuse rights only sports marketing brand integration brand exposure athlete endorsement return on investment The importance of winning: an analysis of the relationship between an athlete s...