International Journal of Sports Marketing & Sponsorship articles from July 2007

International Journal of Sports Marketing & Sponsorship archives from July 2007

Is sponsorship still sponsorship?(Editorial)
July 1, 2007... Sponsorship remains one of the world's most important forms of marketing communications expenditure, and sport is still the major recipient for the money that corporations commit to sponsorship spending each year. The papers in this edition...

The soccer club-sponsor relationship: identifying the critical variables for success.(RESEARCH PAPER: Peer reviewed)
July 1, 2007... Abstract This study examines professional soccer sponsorship as a business-to-business relationship and explores key dimensions of sponsorship success in the context of the English Premier League and the German Bundesliga. The findings...

Effects of celebrity athlete endorsement on attitude towards the product: the role of credibility, attractiveness and the concept of congruence.(RESEARCH PAPER: Peer reviewed)
July 1, 2007... Abstract This research addresses how the fit between celebrity athlete endorsers and the endorsed products may influence product attitudes. The findings reveal that participants evaluated an endorsed product more favourably when the fit...

Investigating the moderating role of fit on sports sponsorship and brand equity.(RESEARCH PAPER: Peer reviewed)
July 1, 2007... Abstract This paper outlines how managers involved in sponsorship decisions view the impacts of different levels of sponsorship on brand equity. The moderating role of fit between sponsor and sponsee is also investigated. The study...

Tribalism: definition, identification and relevance to the marketing of professional sports franchises.(CASE STUDY: Peer reviewed)
July 1, 2007... Abstract This paper examines the literature relating to tribalism and considers its existence and its relevance to the marketing of sport. Tribal marketing is not a feature of the philosophy dominating today's sports marketing programmes....