Table of contents
An Interview with Ron Seaver, President and CEO of Seaver Marketing Group
David StotlarRon Seaver is in a unique position within the sport industry. He has worked on both sides of the sponsorship business, selling sponsorships for teams and assisting corporations in…
Consumer Attitudes towards Sponsorship: A Study of a National Sports Event in New Zealand
Nicholas J. Ashill, John Davies, Anthony JoeThis study contributes to continuing work on the development of a conceptual framework to better understand sponsorship, consumer response towards sponsorship efforts, and the…
Exploring the Curious Demand for Athletes With Controversial Images: A Review of Anti-Hero Product Endorsement Advertising
Rick Burton, Francis John Farrelly, Pascale G. QuesterThe use of sport celebrities for product endorsements in marketing communications vehicles is not new but there is limited literature on the increasing use by contemporary…
Adopting A Relationship Marketing Paradigm: The Case of the National Basketball Association
Laura Cousens, Kathy Babiak, Trevor SlackThis paper explores the adoption of a relationship marketing paradigm by the National Basketball Association. A contextualist framework was used to explore the context, content…
Successful Sport Sponsorship: Lessons from Association Football - The Role of Research
Louella MilesBasic research can make the difference between a successful sponsorship association and a significant marketing failure. In this paper, the importance of using benchmarking is…
ISSN:
1464-6668e-ISSN:
2515-7841ISSN-L:
1464-6668Online date, start – end:
1999Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr James Zhang