Table of contents
Interview with Jim Andrews, Senior Vice President, IEG, Inc.
Simon RinesJim Andrews explains the status and role of IEG in delivering information and guidance on sponsorship. He discusses the predominance of sports sponsorship and which sectors are…
Brand loyalty of NASCAR fans towards sponsors: the impact of fan identification
Aron M. Levin, Fred Beasley, Tom GambleAlthough brand loyalty has been cited by practitioners as one of the most important sponsorship objectives, there is little empirical research on the effect that sponsorship has…
Has adverse publicity affected Beckham's sponsorship potential?
Simon RinesGlobal icon David Beckham was alleged by the tabloid media in April 2004 to have had an extra-marital affair. Given his carefully nurtured image as a family man and model father…
The role of perceived fit in fans' evaluation of sports brand extensions
Dimitra Papadimitriou, Artemisia Apostolopoulou, Ilias LoukasThis study is one of the first efforts in sports marketing literature to assess sports fans' evaluation of brand extensions introduced by a professional sports team. Using…
The use of research to develop a marketing strategy for Plymouth Argyle Football Club
Louella MilesEnglish Football Club Plymouth Argyle had been in the Third Division, with an unpopular management team and a bleak future. Incoming managers made major changes on and off the…
ISSN:
1464-6668Online date, start – end:
1999Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr James Zhang