...) and sailing). The articulation was implemented in the sports poster through the phrase “xxx (brand) helps to promote the values and benefits of sport through this sponsorship” in the area of sponsors of the sports poster (lower area). The congruence variable is constructed from the results of a prior process...

... robbery scandal involving American swimmer Ryan Lochte as a detailed case. By studying the timeline of sponsor-related activities, relevant theories and brand outcomes through Google Trends, indications of a calculated and strategic exit from the endorsement relationship emerge. Findings The case...