Sport, Business and Management: Volume 4 Issue 1
Strapline:
An international journalTable of contents
An empirical assessment of factors affecting the brand-building effectiveness of sponsorship
Leah Donlan– The purpose of this study is to assess, in two different live sponsorship environments, the contribution of sponsorship to consumer-based brand equity.
Toward a framework of “athlete citizenship” in professional sport through authentic community stakeholder engagement
Kwame J.A. AgyemangWhile there is extant research regarding corporate citizenship, the literature negates the micro level of analysis as it only concentrates on macro and/or meso levels. Utilizing…
America's Cup 2007: sailing, glitter and power
Frederic LassalleThe purpose of this paper is to present a tool with which to understand the power existing in relations between sports organisations. This research proposes a tool will draw from…
Evaluating consumer response associated with sponsorship of major sporting events in Australia
Antonio Lobo, Denny Meyer, Yayoi ChesterThe purpose of this paper is to investigate the key determinants of positive consumer behaviour associated with sports sponsorship. Using the consumer decision-making process and…
Mind, body, or spirit? An exploration of customer motivations to purchase university licensed merchandise
Joan M. Phillips, Robert I. Roundtree, DaeHyun KimThe purpose of this paper is to explore the relationship between consumers’ purchase motivations to show support for university programs and the influence of merchandise quality…
ISSN:
2042-678Xe-ISSN:
2042-6798ISSN-L:
2042-678XOnline date, start – end:
2011Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Kwame Agyemang