...Rob Angell; Paul Bottomley; Matthew Gorton; Ben Marder; Antonia Erz Purpose Sponsorships involving foreign brands are ubiquitous, but those involving a company from an animosity-evoking country can adversely affect rather than enhance domestic consumers' attitude towards the brand. This paper...

... communications mix. In general, respondents reported favourable perceptions of the contributions that CP could make to marketing communications. © MCB UP Limited 1998 Corporate policy International marketing Marketing communications Philanthropy Sponsorship A number of studies have...

...Myung‐Soo Lee; Dennis M. Sandler; David Shani Sponsorship has seen a rapid growth in recent years in both the dollars devoted to it and its prominence as a legitimate element of a company’s promotional mix. As traditional media have become more expensive and cluttered, sponsorship is viewed...

...Francis John Farrelly; Pascale G. Quester; Richard Burton While sports sponsorship has attracted strong interest and increasing investment from marketing professionals, the literature seldom investigates empirically the process by which sports sponsorship decisions are made. Using a survey...

...Spence L. Wise; Morgan P. Miles Corporate sponsorship of sporting and cultural events has emerged as a critical component of global promotion strategy. Global sponsorship by multinationals could be made more cost‐effective with similar and generally consistent taxation legislation worldwide...

...Kevin Gwinner Presents a model which identifies factors that influence the creation of an event’s image. Uses theoretical perspectives from the celebrity endorsement literature to suggest that an event’s image associations are transferred to the sponsoring brand through event sponsorship activities...