...Chrysostomos Giannoulakis; Artemisia Apostolopoulou Purpose The present study aims to explore the efforts of a core action sports company (Board Sports Company (BSC)) to employ a multi‐brand strategy and to focus on the identity and reach of the seven distinct brands operated under the parent...

..., the combination of the sponsored and sponsor does not build on any mutual benefit. No extra value is being built through innovative actions or tools. © Emerald Group Publishing Limited 2011 Sponsorship Return on investment Brands Sports An executive summary for managers and executive readers...

... increasingly important to Chinese consumers in these segments (The Economist, 2003). © Emerald Group Publishing Limited 2009 Brand equity Sports Clothing China Consumers An executive summary for managers and executive readers can be found at the end of this article...

...Amy L. Parsons Sports Marketing Marketing mix Sales campaign Kirk L.   Wakefield . Team Sports Marketing . Oxford : Elsevier Butterworth‐Heinemann   2007 . 273 pp.   $39.95 (paperback) © Emerald Group Publishing Limited 2008 --> What is sports marketing...

.... Patriotic motivations led to short‐ but not to long‐term support. Social pressure, prior involvement with cricket, and several variables identified from a review of the general academic literature in the sports marketing area also exerted significant influences on future intentions to watch cricket...

... brands can use sponsorship as a brand‐building vehicle, they may not attain the same level of results as their high equity counterparts. Brand equity Sponsorship Information science and documentation Sports Marketing Consumers Corporate sponsorship Corporate sponsorship of sports...