Add to ORKGThis paper examines how roster size, homogeneity of sponsors’ offerings, and an implicit theory about groups (a) influence people’s ‘groupness’ perceptions (i.e. entitativity) of concurrent sponsors and (b) interact with entitativity, such that viewing intentions are affected
Research Paper Purpose The development of a comprehensive model of high-level sponsorship effects t...
The purposes of the present study were to identify key attributes of sponsors that positively influe...
Objectives: The main objectives of this study were to investigate the effects of the most commonly c...
This paper examines how roster size, homogeneity of sponsors’ offerings, and an implicit theory abou...
We examine concurrent sponsors’ entitativity as a driver of people’s intentions to view the sponsore...
Companies increasingly believe that sponsorship, and in particular sport sponsorship, can help them ...
Corporate sponsorships have received increased attention from brand managers and academics in recent...
Sponsoring joins brands with sports, the arts, and events in mutually beneficial partnerships. In th...
Sponsoring joins brands with sports, the arts, and events in mutually beneficial partnerships. In th...
A sponsor portfolio exists where multiple brands sponsor a single activity or property, such as a sp...
This dissertation proposes that in the case of multiple sponsorships (i.e., brands sponsoring concom...
Schema congruency theory suggests that consumers ’ judgments of a sponsoring firm’s brand, such as a...
International audiencePurpose – This research seeks to examine the influence of sponsorship on sp...
© 2018 Wiley Periodicals, Inc. This article examines the effects on consumers’ attitudes of the conc...
Research question: Previous research has focused on sport sponsors, with little known on how sponsor...
Research Paper Purpose The development of a comprehensive model of high-level sponsorship effects t...
The purposes of the present study were to identify key attributes of sponsors that positively influe...
Objectives: The main objectives of this study were to investigate the effects of the most commonly c...
This paper examines how roster size, homogeneity of sponsors’ offerings, and an implicit theory abou...
We examine concurrent sponsors’ entitativity as a driver of people’s intentions to view the sponsore...
Companies increasingly believe that sponsorship, and in particular sport sponsorship, can help them ...
Corporate sponsorships have received increased attention from brand managers and academics in recent...
Sponsoring joins brands with sports, the arts, and events in mutually beneficial partnerships. In th...
Sponsoring joins brands with sports, the arts, and events in mutually beneficial partnerships. In th...
A sponsor portfolio exists where multiple brands sponsor a single activity or property, such as a sp...
This dissertation proposes that in the case of multiple sponsorships (i.e., brands sponsoring concom...
Schema congruency theory suggests that consumers ’ judgments of a sponsoring firm’s brand, such as a...
International audiencePurpose – This research seeks to examine the influence of sponsorship on sp...
© 2018 Wiley Periodicals, Inc. This article examines the effects on consumers’ attitudes of the conc...
Research question: Previous research has focused on sport sponsors, with little known on how sponsor...
Research Paper Purpose The development of a comprehensive model of high-level sponsorship effects t...
The purposes of the present study were to identify key attributes of sponsors that positively influe...
Objectives: The main objectives of this study were to investigate the effects of the most commonly c...