International Journal of Sports Marketing and Sponsorship: Volume 2 Issue 4

Editorial

John Amis

Company Round-up

An Interview with Ron Seaver, President and CEO of Seaver Marketing Group

David Stotlar

Ron 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 Joe

This 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. Quester

The 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 Slack

This 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 Miles

Basic research can make the difference between a successful sponsorship association and a significant marketing failure. In this paper, the importance of using benchmarking is…

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