Editorial
Sponsorship-Linked Marketing: Introduction to Topics
T. Bettina Cornwell, Dae Hee Kwak
Articles
What Drives Ambush Marketer Misidentification?
Elisabeth Wolfsteiner, Reinhard Grohs, Udo Wagner
Servicing in Sponsorship: A Best-Worst Scaling Empirical Analysis
Norman J. O’Reilly, Twan Huybers
The Impact of Color and Animation on Sports Viewers’ Attention to Televised Sponsorship Signage
Christoph Breuer, Christopher Rumpf
#Sponsoring the #FrenchOpen: An Examination of Social Media Buzz and Sentiment
Elizabeth B. Delia, Cole G. Armstrong
The Impact of International Football Matches on Primary Sponsors and Shareholder Wealth
Adrien Bouchet, Thomas W. Doellman, Michael Troilo, Brian R. Walkup
Market Reactions to Corporate Sponsorships of European Football Kits: The Moderating Effects of Firm Congruence
Richard J. Martinez, Jay J. Janney
