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Kathy Babiak, University of British Columbia

Paper Adopting a Relationship Marketing Paradigm: The Case of the National Basketball Association
Karen Baker, DDBWorldwide

Paper Measuring the Impact of Sponsorship
Angel Barajas, University of Vigo, Spain

Paper Economic impact of support in Spanish professional football
Carlos Pestana Barros, Technical University of Lisbon

Paper An evaluation of the sponsorship of Euro 2004
Richard Batty, University of Otago

Paper Transnational Sport Marketing at the Global/Local Nexus: The adidasification of the New Zealand All Blacks

Lois Bauman, Brigham Young University

Paper

Winning the Olympic marketing game: recall of logos on clothing, equipment and venues at the 2006 Winter Olympics

Fred Beasely, Northern Kentucky University

Paper Brand loyalty of NASCAR fans towards sponsors: the impact of fan identification

Fred Beasley, Northern Kentucky University

Paper

NASCAR fans’ responses to current and former NASCAR sponsors: the effect of perceived group norms and fan identification

Karen Becker-Olsen, Stern Business School

Paper Questioning the Name Game: An Event Study Analysis of Stadium Naming Rights Sponsorship Announcements

Colleen C. Bee, Oregon State University

Paper

Exploring the relationship between involvement, fan attraction, psychological commitment and behavioural loyalty in a sports spectator context

John Beech, Coventry University, UK

Paper Insolvency events among English football clubs
Adam S. Beissel, University of Baltimore & Towson University

Paper Inside BAM Racing: rethinking the sponsorship match-up process in ‘America’s fastest-growing sport’
Gregg Bennett, Texas A&M University

Paper Analysing the effects of advertising type and antecedents on attitude towards advertising in sport
Tim Berrett, Caminata Consulting

Paper Corporate Sponsorship and Organisational Strategy: Bridging the Gap
Guillaume Bodet, Loughborough University

Paper An analysis of the marketing management of Stade Français Paris rugby club
Christèle Boulaire, Universite Laval

Paper A post modern conception of the product and its applications to professional sports
Trish Bradbury, Massey University, NZ

Paper Committing regicide: rebranding the Football Kingz
Cheri L. Bradish, Brock University

Paper National Versus Regional Sports Marketing: An Interpretation of 'Think Globally, Act Locally'
Jessica R. Braunstein, University of Florida

Paper Dimensions of athletic star power associated with Generation Y sports consumption
Jessica R. Braunstein, Towson University

Paper Inside BAM Racing: rethinking the sponsorship match-up process in ‘America’s fastest-growing sport’
Gonzalo Bravo, University of West Virginia, US

Paper A multilevel model analysis of professional soccer attendance in Chile 1990-2002
Andre Buhler, Heidelberg International Business Academy, Germany

Paper The soccer club-sponsor relationship: identifying the critical variables for success
André Bühler, Macromedia University for Media and Communication, Germany

Paper How effective is the sponsorship of global sports events? A comparison of the FIFA World Cups in 2006 and 1998

Rick Burton, University of Oregon

Paper

Sports Marketing in a Recession: It's a Brand New Game

Paper

Exploring the Curious Demand for Athletes with Controversial Images: A Review of Anti-Hero Product Endorsement Advertising

Rick Burton, University of Oregon

Paper

Sports Marketing in a Recession: It's a Brand New Game

Paper

Exploring the Curious Demand for Athletes with Controversial Images: A Review of Anti-Hero Product Endorsement Advertising

Bryan Butler, Texas A&M University

Paper Is sport becoming too commercialised? The Houston Astros' public relations crisis

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