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Journal Articles

Are sport team brands unique? The effect of product category and marketing orientation on engagement intentions among cultural brands

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Lane Wakefield, Gregg Bennett, Steven McClung
Journal: Marketing Intelligence & Planning
Marketing Intelligence & Planning (2025) 43 (8): 1576–1592.
https://doi.org/10.1108/MIP-06-2024-0402
Published: 03 April 2025
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Journal Articles

Forecasting sponsorship costs: marketing intelligence in the athletic apparel industry

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Jonathan A. Jensen, Lane Wakefield, Joe B. Cobbs, Brian A. Turner
Journal: Marketing Intelligence & Planning
Marketing Intelligence & Planning (2016) 34 (2): 281–298.
https://doi.org/10.1108/MIP-09-2014-0179
Published: 04 April 2016
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