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Activation & Case Studies
Latest sponsorship activation techniques explained. Includes extensive practical advice to sponsors and best practice case studies from around Europe. All sponsorship types and marketing activation methods covered.
Simon Rines, 11 2009
Price: £295
ISBN: 978-1-905685-08-0
Volume 7 Number 1 October 2005
Paper
A post modern conception of the product and its applications to professional sports
Author
Andre Richelieu, Faculte des Sciences de l'Administration, Université Laval, Québec
Christèle Boulaire, Universite Laval
,
ISSN:
1464-6668
Volume 7 Number 1 October 2005
Paper
The efficiency of integrated sponsorship advertising
Author
Thade Dudzik, University Viadrina
Andrea Gröppel-Klein, University Viadrina
,
ISSN:
1464-6668
Volume 7 Number 2 January 2006
Paper
Exploring the usefulness of a consumer activity index in the sponsorship-linked marketing context
Author
Czafrann Ali, University of Queensland
T. Bettina Cornwell, The University of Queensland
Doan Nguyen, The University of Queensland
ISSN:
1464-6668
Volume 1 Number 2 Jun 1999
Paper
Insights into the Roles Adopted by the Recipients of Unsolicited Sport Sponsorship Requests
Author
Rafael Aguilar-Manjarrez, Leeds University Business School
Des Thwaites, Leeds University Business School
,
ISSN:
1464-666
Volume 2 Number 2 July 2000
Paper
Sports Marketing and the Challenges of Globalization: A Case Study of Cultural Resistance in New Zealand
Author
Steven J. Jackson, University of Otago
Andrew Grainger, University of Otago
,
ISSN:
1464-6668
Volume 2 Number 3 October 2000
Paper
Fan Characteristics and Sporting Event Attendance: Examining Variance in Attendance
Author
Dennis Arnett, University of Texas at San Antonio
Debra Laverie, Texas Tech University
,
ISSN:
1464-6668
Volume 2 Number 4 January 2001
Paper
Consumer Attitudes towards Sponsorship: A Study of a National Sports Event in New Zealand
Author
Nicholas J. Ashill, Victoria University
John Davies, Victoria University
AnthonyJoe, Victoria University
ISSN:
1464-6668
Volume 5 Number 1 April 2003
Paper
Looking Through the Hourglass of Fan Segmentation: Research Findings and Marketing Implications for Live Spectator Sports
Author
Jeff Clowes, Coventry University
Alan Tapp, University of the West of England
,
ISSN:
1464-6668
Volume 5 Number 2 July 2003
Paper
Men's Versus Women's Collegiate Basketball Customers: Attitudinal Favorableness and the Environment
Author
Lynn R. Kahle, University of Oregon
Damon Aiken, Pepperdine University
VassilisDalakas, Berry College
ISSN:
1464-6668
Volume 5 Number 3 October 2003
Paper
Sports Sponsorship and Brand Personality - The Ryder Cup Team and IBM
Author
John Deane, University College Worcester
Gareth Smith, Loughborough University Business School
AndrewAdams, Southampton Institute
ISSN:
1464-6668
Volume 2 Number 1 February 2000
Paper
Football Players and Their Commercial Rights
Author
Andrew Korman, Townleys
,
,
ISSN:
1464-6668
Volume 4 Number 2 July 2002
Paper
Consumer Perception of Sports Apparel: The Role of Brand Name, Store Name, Price, and Intended Usage Situation
Author
Alain D'astous, HEC-Montréal
Karim Chnaoui, HEC-Montréal
,
ISSN:
1464-6668
Volume 5 Number 3 October 2003
Paper
National Versus Regional Sports Marketing: An Interpretation of 'Think Globally, Act Locally'
Author
Cheri L. Bradish, Brock University
Julie A. Stevens, Brock University
Anna H.Lathrop, Brock University
ISSN:
1464-6668
Volume 6 Number 1 July 2004
Paper
Brand loyalty of NASCAR fans towards sponsors: the impact of fan identification
Author
Aron M. Levin, Northern Kentucky University
Fred Beasely, Northern Kentucky University
TomGamble, Northern Kentucky University
ISSN:
1464-6668
Volume 6 Number 1 July 2004
Paper
The role of perceived fit in fans' evaluation of sports brand extension
Author
Dimitra Papadimitriou, University of Patras
Artemisia Apostolopoulou, Bowling Green State University
IliasLoukas, Organizing Committee of the 2004 Olympic Games
ISSN:
1464-6668
Volume 6 Number 2 November 2004
Paper
Internet sports marketing and competitive advantage for professional sports clubs: bridging the gap between theory and practice
Author
Daniel M. Evans, Monash University
Aaron C. T. Smith, La Trobe University
,
ISSN:
1464-6668
Volume 4 Number 2 July 2002
Paper
The Dynamics of Traveler Destination Awareness and Search for Information Associated with Hosting the Olympic Games
Author
Arch G. Woodside, Carroll School of Management
Ray Spurr, University of New South
RogerMarch, University of New South
ISSN:
1464-6668
Volume 6 Number 3 April 2005
Paper
Reconciling managers' strategic vision with fans' expectations
Author
Andre Richelieu, Faculte des Sciences de l'Administration, Université Laval, Québec
Frank Pons, School of Business Administration, University of San Diego
,
ISSN:
1464-6668
Volume 6 Number 3 April 2005
Paper
Tries and Conversions: Are Sports Sponsors Pursuing the Right Objectives?
Author
Trevor Hartland, University of Glamorgan
Heather Skinner, University of Glamorgan
AlisonGriffiths, Women's Welsh Rugby Union
ISSN:
1464-6668
Volume 7 Number 3 May 2006
Paper
An evaluation of the sponsorship of Euro 2004
Author
Carlos Pestana Barros, Technical University of Lisbon
António Luís Silvestre, Technical University of Lisbon
,
ISSN:
1464-6668
Volume 8 Number 4 July 2007
Paper
The soccer club-sponsor relationship: identifying the critical variables for success
Author
Andre Buhler, Heidelberg International Business Academy, Germany
Troy Heffernan, University of Plymouth, UK
PaulHewson, University of Plymouth, UK
ISSN:
1464-6668
Volume 3 Number 2 July 2001
Paper
AXA UK, Real Life Supporters and Sponsorship of the Football Association Challenge Cup
Author
Ralph C. Wilcox, University of Memphis
David L. Andrews, University of Memphis
MaxineLongmuir, AXA UK
ISSN:
1464-6668
Volume 5 Number 2 July 2003
Paper
An Inside View of Tobacco Sports Sponsorship: An Historical Perspective
Author
Anne M. Lavack, University of Regina
,
,
ISSN:
1464-6668
Volume 10 Number 1 October 2008
Paper
The internationalisation of a sports team brand: the case of European soccer teams
Author
André Richelieu, Université Laval Québec
Sibylle Lopez, Université Laval Québec
MichelDesbordes, ISC School of Management, Paris
ISSN:
1464-6668
Volume 10 Number 2 January 2009
Paper
Twenty20 cricket: an examination of the critical success factors in the development of the competition
Author
Christopher Hyde, Coventry University
Adrian Pritchard, Coventry University
,
ISSN:
1464-6668
Volume 10 Number 2 January 2009
Paper
An analysis of spectator motives and media consumption behaviour in an individual combat sport: cross-national differences between American and South Korean Mixed Martial Arts fans
Author
Seungmo Kim, University of Tennessee
Damon P.S Andrew, Troy University
T. ChristopherGreenwell, University of Louisville
ISSN:
1464-6668
Volume 10 Number 4 July 2009
Paper
Effects of ambush marketing: UK consumer brand recall and attitudes to official sponsors and non-sponsors associated with the FIFA World Cup 2006
Author
Adam Portlock, Commercial Manager, the Reading Room
Susan Rose, Henley Business School
,
ISSN:
1464-6668
Volume 9 Number 3 April 2008
Paper
NASCAR fans’ responses to current and former NASCAR sponsors: the effect of perceived group norms and fan identification
Author
Aron M. Levin, Northern Kentucky University
Fred Beasley, Northern Kentucky University
Richard L.Gilson, Northern Kentucky University
ISSN:
1464-6668
Volume 9 Number 3 April 2008
Paper
Inside BAM Racing: rethinking the sponsorship match-up process in ‘America’s fastest-growing sport’
Author
Jessica R. Braunstein, Towson University
Joshua I. Newman, Towson University
Adam S.Beissel, University of Baltimore & Towson University
ISSN:
1464-6668
Volume 8 Number 3 April 2007
Paper
Economic impact of support in Spanish professional football
Author
Angel Barajas, University of Vigo, Spain
Ignacio Urrutia, IESE Business School, Madrid, Spain
,
ISSN:
1464-6668
Volume 7 Number 3 May 2006
Paper
Toronto Maple Leafs vs Football Club Barcelona: how two legendary sports teams built their brand equity
Author
Andre Richelieu, Faculte des Sciences de l'Administration, Université Laval, Québec
Frank Pons, School of Business Administration, University of San Diego
,
ISSN:
1464-6668
Volume 9 Number 4 July 2008
Paper
The Olympic Equestrian Games: brand collaboration and associations within a destination and a sports event
Author
Anna Fyrberg, Stockholm University School of Business
,
,
ISSN:
1464-6668
Volume 9 Number 4 July 2008
Paper
Olympic Games host and bid city marketing: exploring issue management in the relationships among event stakeholder groups
Author
Xiaoyan Xing,
Anthony G. Church,
NormO'reilly,
ISSN:
1464-6668
Volume 5 Number 4 March 2004
Paper
Promoting Water Polo in Greece: Applying Marketing Theories and Techniques to Sport
Author
Yanni D. Afthinos, University of Athens, Greece,
Dimitris P. Gargalianos, Democritus University of Thrace, Greece
,
ISSN:
1464-6668
Volume 11 Number 4 July 2010
Paper
How effective is the sponsorship of global sports events? A comparison of the FIFA World Cups in 2006 and 1998
Author
Gerd Nufer, Reutlingen University, Germany
André Bühler, Macromedia University for Media and Communication, Germany
,
ISSN:
1464-6668
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