A significant gap exists in the sports sponsorship literature in relation to understanding how personality traits might impact on brand choice and consumption patterns. By exploring fan consumption through the theoretical lens of self-monitoring (Snyder, 1987), the current work aims to address this gap. Situated in the English Premier league, utilising a sample 502 fans. The results indicate that it is Low Self-Monitoring fans who exhibit the greatest alignment with brands are the most likely to repeat purchase sponsors product over the course of a domestic season. The study contributes new knowledge of fans’ alignment with kit sponsors and offers insights for brand managers and sponsors alike in relation to how fans engage with sponsoring ...
The purpose of this paper is to provide a richer, deeper understanding of fan attitudes toward spons...
The purpose of this paper is to provide a richer, deeper understanding of fan attitudes toward spons...
Celebrity athletes are the most prominent achieved celebrity brands with well-noted effects in consu...
A significant gap exists in the sports sponsorship literature in relation to understanding how perso...
A significant gap exists in the sports sponsorship literature in relation to understanding how perso...
A number of studies have examined the role of brand associations in attracting fans and sponsors to ...
Purpose – The purpose of this paper is to extend brand identification theory to the sports team con...
Researchers have suggested that brand equity is vital for professional sport teams by focusing on t...
Research Question What factors determine fans’ responses to the sponsor of a rival team? To what ext...
Researchers have suggested that brand equity is vital for professional sport teams by focusing on th...
Celebrities are a common feature in contemporary marketing, often becoming the face or image of the ...
Sports sponsorship has developed as a prolific research stream, with many authors examining sponsor-...
Sponsorship has become an important factor in determining the success and competitiveness of a sport...
Sponsorship has become an important factor in determining the success and competitiveness of a sport...
Sports marketing is a dynamic subject area linking academic research, marketing practitioners and pu...
The purpose of this paper is to provide a richer, deeper understanding of fan attitudes toward spons...
The purpose of this paper is to provide a richer, deeper understanding of fan attitudes toward spons...
Celebrity athletes are the most prominent achieved celebrity brands with well-noted effects in consu...
A significant gap exists in the sports sponsorship literature in relation to understanding how perso...
A significant gap exists in the sports sponsorship literature in relation to understanding how perso...
A number of studies have examined the role of brand associations in attracting fans and sponsors to ...
Purpose – The purpose of this paper is to extend brand identification theory to the sports team con...
Researchers have suggested that brand equity is vital for professional sport teams by focusing on t...
Research Question What factors determine fans’ responses to the sponsor of a rival team? To what ext...
Researchers have suggested that brand equity is vital for professional sport teams by focusing on th...
Celebrities are a common feature in contemporary marketing, often becoming the face or image of the ...
Sports sponsorship has developed as a prolific research stream, with many authors examining sponsor-...
Sponsorship has become an important factor in determining the success and competitiveness of a sport...
Sponsorship has become an important factor in determining the success and competitiveness of a sport...
Sports marketing is a dynamic subject area linking academic research, marketing practitioners and pu...
The purpose of this paper is to provide a richer, deeper understanding of fan attitudes toward spons...
The purpose of this paper is to provide a richer, deeper understanding of fan attitudes toward spons...
Celebrity athletes are the most prominent achieved celebrity brands with well-noted effects in consu...
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