International Marketing Review: Volume 14 Issue 3

A model of image creation and image transfer in event sponsorship

Kevin Gwinner

Presents a model which identifies factors that influence the creation of an event’s image. Uses theoretical perspectives from the celebrity endorsement literature to suggest that…

Attitudinal constructs towards sponsorship: Scale development using three global sporting events

Myung‐Soo Lee, Dennis M. Sandler, David Shani

Sponsorship has seen a rapid growth in recent years in both the dollars devoted to it and its prominence as a legitimate element of a company’s promotional mix. As traditional…

Integrating sports sponsorship into the corporate marketing function: an international comparative study

Francis John Farrelly, Pascale G. Quester, Richard Burton

While sports sponsorship has attracted strong interest and increasing investment from marketing professionals, the literature seldom investigates empirically the process by which…

Corporate sponsorship of events and tax implications: is there an opportunity for global co‐ordination?

Spence L. Wise, Morgan P. Miles

Corporate sponsorship of sporting and cultural events has emerged as a critical component of global promotion strategy. Global sponsorship by multinationals could be made more…