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 BreuerThe 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’…
Assessing the effectiveness of sponsorship messaging: Measuring the impact of congruence through electroencephalogram
Manuel Alonso Dos Santos, Ferran Calabuig MorenoThe 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…
The moderating effect of identification on return on investment from sponsor brand integration
Jonathan A. Jensen, Patrick Walsh, Joe CobbsThe achievement of a requisite return on investment (ROI) from a brand’s investment in sponsorships of sport events is becoming increasingly important. Consequently, evolving…
Examining confirmation biases: implications of sponsor congruency
Michael Devlin, Andrew C. BillingsThe 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 RønesThe 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 ReiterThe 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…
ISSN:
1464-6668Online date, start – end:
1999Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr James Zhang