... literature. Decision-making Sport Sponsorship Buyer-seller relationships Signaling theory Business-to-business marketing Organizational performance Sponsorship-linked marketing Survival analysis From the perspective of the sponsored organization, sponsorship has become an increasingly...

...Dimitra Papadimitriou; Kyriaki Kiki Kaplanidou; Nikolaos Papacharalampous Purpose – The purpose of this study is to explore how event volunteers, athletes and onsite spectators perceive the impact of sport event sponsorship on future purchase intentions of the event sponsor brand. Design...

...Pinelopi Athanasopoulou; Elena Sarli Purpose – The purpose of this paper is to analyse the process followed by sponsors and sport properties in developing their sponsorship deals as seen from a new service development (NSD) perspective. Sponsorships are expensive and can be a source...

...Rami Olkkonen Offers a discussion on the interorganizational network approach as an interesting, alternative avenue for the development of sponsorship research. An example of how to describe and analyze a sport sponsorship arrangement case, using the interorganizational network approach...