This systematic review of sponsorship-linked marketing from 1996 to 2017 analyzes the
current state of research. The overarching conclusion is that there is a surplus of research …

Research on promotion mix and brand equity remains fragmented and piecemeal.
Moreover, a joint study of the two marketing concepts in a low involvement product setting is …

A must-have introductory text of unrivalled coverage and depth focusing on events planning
and management, the fourth edition of Events Management provides a complete A to Z of …

Research can be a challenging but rewarding activity. All degree-level students studying
sport, and all effective professionals working in the sport sector need to have a sound …

Sponsorship is an established marketing communications platform that takes many forms. In
terms of objectives and measurement, sponsorship has functioned like advertising for …

Sponsorship of sports, arts or events can be a powerful form of marketing communication for
businesses and organizations. This new edition of Sponsorship in Marketing introduces the …

Purpose In marketing research, it is widely acknowledged that customer engagement leads
to higher reputation, lower costs and increased revenues for firms. However, there are still …

A crucial component of many marketing programs, sponsorship has not always received the
same research attention as other tactical marketing levers. Although research has been …

Guided by the uses and gratification theory (UGT), this research aims to investigate the
influence of gratification (ie, personal, social, and tension release gratification) sought from …

This book takes a close look at how the sport industry has been impacted by the global
coronavirus pandemic, as entire seasons have been cut short, events have been canceled …