.... Grounded theory methodology was applied to sponsorship of arts organisations through interviews with the managers of arts organisations worldwide who had been involved in seeking and managing sponsorship relationships. Reciprocity was found to be the key factor in successful sponsorship...

...Sujin Yang; Sejin Ha Purpose – The main aim of this study is to develop a framework of brand knowledge transfer through sponsorship for sponsors within an insurance industry in South Korea. To this end, this study explores: how pre-event brand knowledge and perceived sponsor–event fit contribute...

... in 2003 Nextel began its ten‐year sponsorship of NASCAR series reportedly costing a total of about $700 million, including rights fees and advertising buys (Rovell, 2003). However, insight from academic research and the popular press alike has suggested that fan identification sometimes leads...

... in the main experiment. Sponsor‐cause linkages were presented using mock press releases. Findings Results indicated no main effects differences existed for the sponsorship response variables collectively, but perceived sincerity and attitude toward sponsor were significantly more positive for congruent...

...Kevin Gwinner; Scott R. Swanson This study examines the impact of fan identification on four distinct sponsorship outcomes: sponsor recognition, attitude toward the sponsor, sponsor patronage, and satisfaction with the sponsor. In addition, consistent with the identification literature we...

...Stephen R. McDaniel; Daniel S. Mason The marketing of alcohol and tobacco products and their related public policy implications have become controversial issues worldwide, due mainly to health‐related issues. Uses a telephone survey methodology to compare attitudes toward Olympic sponsorship...

... of satisfaction and advertising effectiveness as well as a broad indication of the reasonableness of installing video screens and selecting rotational systems as an advertising medium. A detailed description of the present study follows. Included are discussions of extant sports sponsorship and advertising theory...