... of sponsorship networks and their ability to influence consumer behaviors. These effects are more complex than is currently recognized. Marketing Consumer behavior Sponsorship Brands Networks Theoretical framework While sponsorship is not an exclusively sporting phenomenon, over the last four...

... to enhance brand equity. This study aimed to examine the influence of consumers’ involvement, emotions, and attitude toward Beijing Olympic Games on the branding effects of the event. Design/methodology/approach Participants (N=556) were university students in China who had watched at least some...

... to favour the appropriation of a sports team and its brand by young fans. Originality/value This paper underlines the importance of culture, identity and symbolism while building a sports team brand. Sport presents itself as one of the most symbolic dimensions of the postmodern era. Sport holds its...

...Harald Dolles; Sten Söderman; Christoph Breuer; Christopher Rumpf Purpose The purpose of this paper is to investigate the impact on consumers' memory for sponsor brands while watching sport broadcasts as a function of TV exposure and brand preconditions. Design/methodology/approach A quasi...

... of the sponsorship, as well as the results of pull‐through marketing efforts and the sponsorship's impact on GE's global business practices, brand equity, and revenue. Design/methodology/approach The case‐study method was used due to the complexity and specificity of the topic, and the fact that only a discrete...