...Charitomeni Tsordia; Dimitra Papadimitriou; Artemisia Apostolopoulou Purpose The purpose of this paper is to explore the role of perceived fit and brand personality as means of building the brand equity of the sponsor in a basketball sponsorship setting both for team fans (fans) and fans...

... branding strategies used by professional football clubs through brand equity and supply chain management. In particular, it analyses the type of product merchandised, the reasons for selling certain products and the ways through which football clubs merchandise, including their partners in distribution...

... and services are developed by the team/parent brand (i.e. brand extensions) vs what products and services are developed by an outside company (i.e. licensed product). © Emerald Group Publishing Limited 2014 Brand equity Licensing Brand extensions Sport brand management According...

...Leah Donlan Purpose – The purpose of this study is to assess, in two different live sponsorship environments, the contribution of sponsorship to consumer-based brand equity. Design/methodology/approach – The study adopts a quantitative survey methodology, employing self-administered...