Journal of Business & Industrial Marketing: Volume 26 Issue 8

A stakeholder approach to international and national sport sponsorship

Rodoula Tsiotsou

Using a stakeholder perspective, this paper aims to investigate the effectiveness of sponsorship as a business investment by assessing the impact of sponsorship announcements on…

The impact of relationship quality on attitude toward a sponsor

Yu Kyoum Kim, Yong Jae Ko, Jeffery James

The purpose of the current study is to advance understanding of sponsorship effectiveness by investigating the impact of the quality of the relationship between a consumer and a…

Sponsorship‐linked marketing: a set of research propositions

David Nickell, T. Bettina Cornwell, Wesley J. Johnston

The purpose of this paper is to review the existing literature on sponsorship‐linked marketing and to present a set of research propositions.

The dynamics of relationship marketing in international sponsorship networks

Joe B. Cobbs

While various scholars have identified relationship marketing objectives as a rationale for sports sponsorship engagement, analytic investigations of the implications of a…

The influence of sport leagues on the business‐to‐business marketing of teams: the case of professional road cycling

Tim Benijts, Wim Lagae, Benedict Vanclooster

This study seeks to examine how a sport league, a unique feature of professional sport, influences the business‐to‐business marketing of teams participating in the sport league.

International sport marketing: practical and future research implications

Vanessa Ratten, Hamish Ratten

Sport is a global product and service that many people around the world enjoy playing, watching and participating in. Whilst there has been an abundance of global media attention…

Service innovation in business-to-business firms

Guest editorial

Vanessa Ratten, Hamish Ratten