Predicting decisions to purchase from sponsors of the Vancouver 2010 Olympics
Luke R. Potwarka; Ron E. McCarville; Kyriaki Kaplanidou
Consumer responses to on-site Olympic sponsorship activation: the impact of interactivity, emotions, and perceived image fit on brand attitude formation
Ari Kim; Kyriaki Kaplanidou
Sponsorship network portfolio of corporate partners in the National Basketball Association
Amy Chan Hyung Kim; Hyun-Woo Lee; Yukyoum Kim
Alcohol, sponsorship, and new media activation: an investigation of Molson Canadian and the 2014 Olympic Games
Andrea N. Geurin; Sarah Gee
Determinants of purchase intention toward sponsoring product: mediating role of sponsor identification in Korean professional baseball games
Woo-yeul Baek; Kevin K. Byon; Charles W. Jones; Young-hwan Choi
The extended match-up hypothesis model: the role of self-referencing in athlete endorsement effects
Seungae Lee; Wonyoung Kim; Euy-jin Kim
