International Journal of Sports Marketing and Sponsorship: Volume 8 Issue 4

Is sponsorship still sponsorship?

Simon Chadwick

Editorial policy

Simon Chadwick

The soccer club-sponsor relationship: identifying the critical variables for success

André W Böhler, Troy W Heffernan, Paul J Hewson

This study examines professional soccer sponsorship as a business-to-business relationship and explores key dimensions of sponsorship success in the context of the English Premier…

Effects of celebrity athlete endorsement on attitude towards the product: the role of credibility, attractiveness and the concept of congruence

Yeung-Jo Kim, June-Hee Na

This research addresses how the fit between celebrity athlete endorsers and the endorsed products may influence product attitudes. The findings reveal that participants evaluated…

Investigating the moderating role of fit on sports sponsorship and brand equity

Jörg Henseler, Bradley Wilson, Oliver Götz, Caspar Hautvast

This paper outlines how managers involved in sponsorship decisions view the impacts of different levels of sponsorship on brand equity. The moderating role of fit between sponsor…

Tribalism: definition, identification and relevance to the marketing of professional sports franchises

Rudi Meir, Don Scott

This paper examines the literature relating to tribalism and considers its existence and its relevance to the marketing of sport. Tribal marketing is not a feature of the…