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Keywords: Brand integration
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Journal Articles
The moderating effect of identification on return on investment from sponsor brand integration
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2018) 19 (1): 41–57.
Published: 05 February 2018
... 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...
Journal Articles
The importance of winning: an analysis of the relationship between an athlete's performance and sponsor exposure during televised sports events
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2012) 13 (4): 40–52.
Published: 01 July 2012
... 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...
