...Ryan Chen; Jiaying Wang; Haozhou Pu; Chenyu Shi Purpose In this case-based research, we empirically examine whether integrating entertainment, pop culture content into creative advertising on social media can effectively influence various sport consumers’ brand awareness and brand attitudes toward...

...Argyro Elisavet Manoli; Jason Patrick Doyle Purpose Building on existing research that has analysed the components of athlete brands externally, this study examines how athlete brands are being developed internally by marketing agency practitioners (MAPs), who are oftentimes the individuals...

... that explores the ways in which the current legal framework, especially in the context of trademarks, might need to transform to offer robust protection for sports brands in the virtual marketplaces emerging within the metaverse. Findings Our analysis reveals that the traditional legal frameworks...

...Antonio S. Williams; Sungwook Son Purpose Despite its growth, there has been a lack of investigation on how sport rebranding influences fans and their behaviors. This study sought to examine how a critical aspect of rebranding – logo redesign – influences fans' attitudes toward a sport brand...

...James Santomier New media has emerged as a significant dimension of branding and global sports sponsorship because it provides the capability to communicate with consumers worldwide via a multitude of digital platforms. This paper discusses the results of a systematic review of the development...

...André Richelieu Today, in the sports arena, the status of a sports team brand is vital. The purpose of this paper is to describe and explain how a team can become an international global brand. Following a conceptual approach, it articulates a model for a team's brand internationalisation...

...Anna Fyrberg This paper aims to contribute to the concept of co-branding by recognising the role of consumer perception and the importance of the variety of contexts in which co-branding is perceived. This is done by studying the way in which two service brands cooperate. A framework based upon...

...' linking sponsorship to brand equity factors and to objectives. The proposed model enables matching with real data consisting of 200 randomly chosen advertisements, articles and press releases from Chinese newspapers and the internet, revealing six types of means-objectives in sponsorship. © 2008...

... 04 2002 © 2002 by Winthrop Publications Limited 2002 licensed reuse rights only --> Sponsorship branding image building sponsorship research Keywords: Sponsorship, branding, image building, sponsorship research Alycen McAuley Jay Gladden Alycen McAuley, Director...

..., and the linkages among them. 01 11 2001 © 2001 by Winthrop Publications Limited 2001 licensed reuse rights only --> Sponsorship corporate citizenship branding event marketing Keywords: Sponsorship, corporate citizenship, branding, event marketing Kimmo Lipponen Kimmo...

...: image matching, sponsorship, college athletics, branding James M. Gladden, Sport Management Program, University of Massachusetts at Amherst, Amherst, MA 01003-1820, USA Tel: 413 545 5063 Fax: 413 545 2425 e-mail: jgladden@sportstudy.umass.ed Richard Wolfe, University of Michigan, USA Sponsorship...

...Chris Wood Williams F1: Branding a Leading Grand Prix Team Keywords: Branding, Grand Prix, Licensing Perspective Williams F1: The Reality of Branding a Leading Grand Prix Team Date received: May 1999 Chris Wood Corporate Edge, Lyric House, 49 Hammersmith Road, London W14 0QL, UK Tel: 0171 855...