International Journal of Sports Marketing and Sponsorship: Volume 19 Issue 1

Subject:

Table of contents - Special Issue: Sponsorship return on investment

Guest Editors: Jonathan A. Jensen, Darin W. White

Determinants of viewer attention in concurrent event sponsorship

Felix Boronczyk, Christopher Rumpf, Christoph Breuer

The purpose of this paper is to examine the impact of exposure-related and consumer-related factors on the return of sponsorship investment through their influence on viewers’…

1335

Assessing the effectiveness of sponsorship messaging: Measuring the impact of congruence through electroencephalogram

Manuel Alonso Dos Santos, Ferran Calabuig Moreno

The purpose of this paper is to represent a pilot study which aims to explore the attention to sponsorship variable by assessing the level of congruence linked to both the sponsor…

1368

The moderating effect of identification on return on investment from sponsor brand integration

Jonathan A. Jensen, Patrick Walsh, Joe Cobbs

The achievement of a requisite return on investment (ROI) from a brand’s investment in sponsorships of sport events is becoming increasingly important. Consequently, evolving…

1401

Examining confirmation biases: implications of sponsor congruency

Michael Devlin, Andrew C. Billings

The purpose of this paper is to investigate occurrences of confirmation bias existing for sponsors whose brand is congruent to a sport. More specifically, this research…

Sponsoring of professional cycling: what does it mean for stock prices?

Morten Halsteinli Drivdal, Helge A. Nordahl, Håkon Rønes

The purpose of this paper is to assess how sponsorships affect firm values in professional cycling. Both the effect of entering a sponsorship contract and reactions to good or bad…

Official sports sponsorship fortress vs ambush marketing attack: Investigating the impact on implicit and explicit brand knowledge

Steffen Schmidt, Matthias Limbach, Sascha Langner, Klaus-Peter Wiedmann, Levke Albertsen, Philipp Reiter

The purpose of this paper is to assess the effectiveness of event-related sports sponsorship and ambushing activity using social media video advertising that aim to affect…

1729
Cover of International Journal of Sports Marketing and Sponsorship

ISSN:

1464-6668

Online date, start – end:

1999

Copyright Holder:

Emerald Publishing Limited

Open Access:

hybrid

Editor:

  • Dr James Zhang