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Inconsistent results regarding consumers' reactions to sponsorship disclosure call for more research into the mechanisms underlying the effects of sponsorship disclosure. Considering the critical role of trust in advertising and marketing, we examined how sponsorship disclosure influenced trust toward the endorser of a product and subsequently affected attitudes toward the endorsed product and intentions to purchase the product. These effects were examined for both influencers and celebrities. The results of an online experiment revealed that sponsorship disclosure increased trust toward the endorser, which in turn led to more positive attitudes toward the endorsed product and increased purchase intentions. However, these effects were significant only for influencers, but not for celebrities. These findings advance our understanding of the mechanisms underlying the effects of sponsorship disclosure and have implications for advertising regulation and social media marketing. [ABSTRACT FROM AUTHOR]

The 2023 IXA conference, hosted in San Diego, CA, brimmed with excitement against the backdrop of recent innovations in both the pre‐clinical and clinical realms with several first‐in‐human applications of xenotransplantation. The theme, "Pigs are flying," alluded to the adage that xenotransplantation would only become a clinical reality "when pigs fly," suggesting a day that might never come. The event witnessed significant attendance, with 600 participants—the highest in the history of an IXA‐IPITA joint congress. Among the attendees were members of the Food and Drug Administration (FDA), the National Institutes of Health (NIH), and corporate sponsors deeply engaged in the field. We summarize the latest topics from the congress, ranging from the pros/cons of decedent models of xenotransplantation and genetic engineering of porcine heart valves, solid organs, and cells for clinical translation and their regulatory and ethical landscape. [ABSTRACT FROM AUTHOR]

In this paper, the authors argue that the firm value implications of sport sponsorships for sponsors may depend on the competitive environment during the bidding process for different types of sponsorships. More specifically, the authors contend that the bidding environment for professional football (soccer) kit sponsorships represents a form of common value auction, while the bidding environment for corporate logo sponsorships on teams' shirts does not. As common value auctions are prone to winner's curse, the firm value implications should be different for kit sponsorship announcements than for shirt sponsorship announcements. Our results suggest that shareholders indeed perceive the value derived from kit and shirt sponsorships differently, resulting in the predicted distinction in their impact on sponsors' firm value. This study sheds light on conflicting results on firm value implications of sport sponsorships in the prior literature and provides rich areas for future research. [ABSTRACT FROM AUTHOR]

Cities operate in a competitive social environment requiring local authorities to adopt marketing strategies with significant economic ratings. City marketing that is related to the meaning of a city's name encourages activities in the city or region. The present study adopted a quantitative survey on a sample of 152 employees in companies to explore how important marketing is perceived for a city's development. The research was done in Trikala, a city in Greece. The key conclusion was that the more critical the participants consider the interventions in the city's natural environment, the more they believe that the city can benefit from corporate sponsorships. Subsequently, it appeared that the more they support the interventions in the structured environment of the city, the less they consider that corporate sponsorships can benefit it. It was explained that structured interventions usually involve very high investments that require funding from the central government, as sponsorships are not enough. The most substantial positive relationship was found between the importance of interventions in employment, entrepreneurship and tourism, and the importance of business sponsorships. [ABSTRACT FROM AUTHOR]

This study current study examines the influence of corporate sponsorship on the organizational image of selected insurance companies in Edo State, Nigeria. The study was guided by six hypotheses. The survey research design was used for the study. A sample of 385 respondents was selected through a multi-stage sampling technique. The result of the study showed that corporate sponsorship programs of the selected insurance companies influence public perception of the image of insurance companies in the area of how flexible (dynamic image), friendliness (cooperative image), as well as how organized (business-wise image) the insurance companies are. The result of this study also showed that corporate sponsorship programs influence public perception of the reputation (character image), how successful (successful image) the insurance companies are as well as how secretive (withdrawn image), or otherwise of the insurance companies studied. Based on these results, the researcher recommends, among others, that insurance companies should improve on their communication approaches to ensure that there is a high level of awareness regarding their corporate sponsorship programs. [ABSTRACT FROM AUTHOR]

Current knowledge on the behavioral response to sponsorship is to a large degree based on field studies measuring self-reported purchase intentions. In an effort to provide more solid evidence for the impact of sponsorship-linked communication on brand choice behavior, a controlled lab study was carried out. A fictitious brand was created and virtually embedded into real sport broadcasts serving as stimulus clips. To measure the cognitive, affective, and behavioral outcomes, multiple methods such as eye tracking, a brand feeling scale, and a spontaneous choice test were applied. Compared with the control group, participants in the stimulus group were significantly more likely to choose the fictitious target brand. Moreover, the study finds that brand choice behavior is sensitive to changes in brand feelings. The results can be regarded as a next step in predicting the behavioral outcomes from sponsorship as the basis to calculate its financial return. [ABSTRACT FROM AUTHOR]

Drawing on both resource dependence theory and institutional theory, this study attempts to explore how, as a result of the financial crisis of 2008 and the drastic cuts to public funding for culture, corporate sponsorship has been acquiring an increasingly important role in the financial structure and internal organisation of large cultural facilities. Based on a sample of fifteen of Spain's most emblematic cultural institutions located in the cities of Madrid and Barcelona, the application of these two complementary theories offers an insight into the growth in direct donors' contributions to major state-owned cultural institutions in Spain, while also helping to explain the influence of institutional environments on organisations, with an emphasis on the central role that board composition plays in fundraising income. [ABSTRACT FROM AUTHOR]

Accessing and exploiting organizational resources are essential capabilities for competitive sport organizations, particularly those engaged in motorsports, where teams lacking resources frequently dissolve. Corporate sponsorship represents a common method for resource acquisition, yet not all sponsorships equally benefit the sponsored organization. Sponsorship utility can be dependent on institutional dynamics such as league governance that produces competitive disparities. Through this study we extend the resource-based view to assert that sponsorships vary in their propensity to contribute to team survival, warranting prioritization in sponsorship strategy based on access to different sponsor resources. To empirically investigate the influence of a variety of sponsorships, survival analysis modeling was used to examine 40 years of corporate sponsorship of Formula One racing teams. One finding from the longitudinal analysis was that sponsorships offering financial or performance-based resources enhance team survival to a greater degree than operational sponsorships. However, such prioritization is subject to team experience, changes in institutional monetary allocation, and diminishing returns. [ABSTRACT FROM AUTHOR]

We conducted an experiment to investigate the impact of sport scandal on consumer attitudes toward a range of sport stakeholders. We examined the effects of fans' social identity (fan of scandalized team vs. fan of rival team), scandal severity (single perpetrator vs. multiple perpetrators), and the sponsor brand's response to the scandal (sponsorship retention vs. termination) on consumers' attitudes toward the implicated team, the scandal perpetrators, the sport, and sponsor brand. We find evidence of differential reactions to scandal reflecting social identity, such that fans support their own team despite increased scandal severity but negatively judge a rival team's transgressions. Results suggest that where fans are concerned, sponsors may be better served to continue with a sponsorship following scandal than to terminate, even for some forms of severe scandal. However, termination may receive more positive evaluation from rival team fans; hence continuation of sponsorship needs to accompany a tempered approach. [ABSTRACT FROM AUTHOR]

Despite an essential step in the self-regulation process, the feature of offering rewards – in particular, offering tangible rewards – is underdeveloped in most fitness mobile apps. The present study addressed this issue by harnessing the contributions of corporations in the form of providing incentives to fitness app users as part of their corporate social responsibility initiatives. This study investigated the dual mechanisms through which incentive type and functional congruence shape consumers' intention to use a fitness app and their attitudes toward the sponsor, respectively. Through a 2 (self-benefiting vs. other-benefiting incentives) by 2 (low vs. high congruence) experiment, this study found that when using other-benefiting incentives, incentives provided by high-congruence sponsors elicited more favorable attitude toward the incentive than those provided by low-congruence sponsors and, in turn, increased users' propensity to use the app. But this indirect effect was not in play when using self-benefiting incentives. From the sponsor's perspective, in the low-congruence condition, other-benefiting incentives were more effective in leading users to attribute altruistic motives to the sponsorship, resulting in more favorable attitudes toward the sponsor; however, the mediating mechanism failed to operate under the high-congruence condition. Taken together, this research shed light on the mediating mechanisms and boundary conditions of strategies of partnering sponsorship with fitness apps, making this type of partnership a win-win initiative for both the app users and the corporations involved. [ABSTRACT FROM AUTHOR]

Purpose: This study aimed to examine the effects of two sponsorship purpose articulations (commercially oriented vs noncommercially oriented) on attitude toward the sponsor via sponsor–property fit and the moderating effect of the overlapped mission between the sponsor and the property. Design/methodology/approach: A 2 (purpose articulation type: commercially oriented vs noncommercially oriented) × 2 (mission overlap articulation condition: present vs absent) between-subjects experimental design with a control condition was employed with student sample (n = 171). The moderated mediation model was tested using Hayes' PROCESS macro model 8. Findings: The commercially oriented purpose articulation did not improve sponsor–property fit as much as the noncommercially oriented purpose articulation, resulting in less favorable attitudes toward the sponsor. When the mission overlap was simultaneously articulated, the less positive effects of the commercially oriented purpose articulation were weaker. Practical implications: The findings provided incongruent sponsors with insights on mixed articulation strategies with sponsorship purposes and the overlapped mission. Originality/value: This study extends previous research by presenting the first understanding of the different processes in which two sponsorship purpose articulations developed attitudes toward the sponsor via sponsor–property fit and by investigating the moderating effect of the simultaneously articulated mission overlap on the processes. [ABSTRACT FROM AUTHOR]

Purpose: This paper tests and validates a conceptual model linking the attachment points, team identification, attitude towards the team sponsors and the behavioural intentions in the context of Indian Premier League (IPL), while testing for the moderating effects of age and gender. Design/methodology/approach: Data were collected from 1,053 participants through both online and offline survey and then analyzed using exploratory factor analysis (EFA) and structural equation modelling (SEM). Findings: Attachment points influence the formation of team identification, which, in turn, affect the attitude towards the team sponsors. Attitude towards the team sponsors influence the behavioural intentions. Player attachment influences team identification the most. Age and gender have a moderating effect on the constructs of the study. Team identification in females is stronger because of attachment to sports, whereas males have stronger team identification based on player attachment. Males have a stronger intention to spread positive word of mouth (WOM) about sponsor products as compared to the female respondents. The younger age group of less than 21 years has more intention to spread positive WOM compared to the other age groups considered in the study. Practical implications: This study contributes towards sports sponsorship research and the paradigms of social identity and attachment theories. Moreover, it will also help the marketers (sponsors) in IPL to strategically market their brands. Originality/value: This is the first study to investigate the impact of attachment points on sponsorship outcomes in the context of IPL. Further, it is also the first to investigate the purchase intentions and WOM for the team sponsors in IPL. The multi-group analysis results will provide insights into marketers to better understand IPL viewers' segments and their behaviour. [ABSTRACT FROM AUTHOR]

"This post is sponsored". The interplay between sponsorship disclosure position, its wording, and brand prominence in blogs Research has repeatedly shown that disclosures in sponsored content activate people's persuasion knowledge and consequently impact brand recall and brand attitude. However, prior research did not show clear effects of the wording and positioning of disclosures. Remarkably little research has been conducted to examine the interaction of both disclosure characteristics systematically. Furthermore, while brand prominence could well cause variations in the effects of disclosures, little attention has been paid to the role of brand prominence in sponsored content. The current study therefore aimed to gain a better understanding of the mechanisms behind the effects of sponsorship disclosure position, its wording, and brand prominence in blogs on readers' processing. An online experiment using a 2 (disclosure wording: explicit / implicit) by 2 (disclosure position: beginning / end) by 2 (brand prominence: high / low) between subjects design (n = 274) revealed an implicit disclosure at the beginning of the blog enhances conceptual persuasion knowledge more compared to positioning at the end of a blog, while the opposite was found for explicit disclosures. These interaction effects of sponsorship disclosure wording and position indirectly enhance brand recall without being evaluated negatively by readers, but only if the content's brand prominence was low. The implications of these findings for research on sponsorship disclosure are discussed. [ABSTRACT FROM AUTHOR]

As global sponsorship spending increases, so too do efforts to gauge effects of sponsorship. However, much of the sponsorship literature to date has emphasized the influence of sponsorship from a business perspective, thus neglecting to address the social and psychological influence of sponsorship on the consumer. Reasoning that such deep levels of consumer inquiry cannot be accomplished through (post)positivist inquiry, I pursue an interpretive ethnographic mode of inquiry, using Syracuse University fandom as a case study. In doing so, I engage in reflexive autobiography as a method of critical inquiry to interrogate my own (personal, professional, and academic) experience with sponsorship (specifically, facility naming rights) as a Syracuse fan. Through this introspection, I discover my perception of and connection to the sponsor are inherently complex, as I possess a subconscious yet meaningful attachment to the sponsor that contributes to my overall well-being. [ABSTRACT FROM AUTHOR]

The article informs about relocation of doctor's positions between medical care centres, which allows employment permits between different care centres in the same sponsorship or with Identity of the shareholders. Topics include additional charges from the health insurance from the the case law of the Senate, the KÄVen and Health insurance associations; and additional loads in the sense of decision made uniformly with regard to these health insurance associations.

In this study, we propose to use machine learning to understand terminated clinical trials. Our goal is to answer two fundamental questions: (1) what are common factors/markers associated to terminated clinical trials? and (2) how to accurately predict whether a clinical trial may be terminated or not? The answer to the first question provides effective ways to understand characteristics of terminated trials for stakeholders to better plan their trials; and the answer to the second question can direct estimate the chance of success of a clinical trial in order to minimize costs. By using 311,260 trials to build a testbed with 68,999 samples, we use feature engineering to create 640 features, reflecting clinical trial administration, eligibility, study information, criteria etc. Using feature ranking, a handful of features, such as trial eligibility, trial inclusion/exclusion criteria, sponsor types etc., are found to be related to the clinical trial termination. By using sampling and ensemble learning, we achieve over 67% Balanced Accuracy and over 0.73 AUC (Area Under the Curve) scores to correctly predict clinical trial termination, indicating that machine learning can help achieve satisfactory prediction results for clinical trial study. [ABSTRACT FROM AUTHOR]

This study investigates the influence of MPs' co-sponsorship activities on their agenda-setting success. It analyses the strategic choices open to MPs who engage in co-sponsorship, the resulting centralities in the co-sponsorship network, and the effects on the success of parliamentary proposals. MPs can develop their co-sponsorship efforts within their party family ('bonding') or beyond it ('bridging'), and they can use co-sponsorship both to receive political support ('support-seeking') and to provide it ('support-providing'). The success of these different co-sponsorship strategies is empirically assessed here by investigating the acceptance or refusal of parliamentary proposals introduced in the Swiss Parliament from 2003 to 2015. The bridging/support-seeking strategy that pro-actively recruits co-sponsors across party families is the most rewarding. This holds especially for MPs belonging to pole parties, who overall appear as more sensitive to centrality-related effects than MPs of moderate right parties. [ABSTRACT FROM AUTHOR]

The article focuses on Mount Royal University's sponsorship of Beakerhead, a community-building event celebrating science, technology, engineering, and art in its tenth year, including undergraduate students showcasing their research in the Thunder Clash Classic competition.

The article focuses on the history of postseason payouts for the National Collegiate Athletic Association’s (NCAA) Division I Football Bowl Subdivision (FBS). The authors discuss the history of the bowl system for both Bowl Championship Series (BCS) and non-BCS charter institutions, analyze the payouts made to both types of schools between 1902 and 2010, and explore the financial impact of corporate sponsorship in college football. They provide information on several bowl tournaments, including the Rose Bowl, the Orange Bowl, and the Fiesta Bowl.

The article discusses the price of corporate sports, arts, entertainment, and charity sponsorships, with particular focus given to the relationship between asking prices and the characteristics of sponsorships. The influence of media coverage and attendance levels on the value of sponsorships is examined, and the finding that on-site communications are not important to price is discussed along with the discovery that access to celebrities increases the price. The private nature of sponsorship pricing is also commented on.

Building from the concept 'sponsors of literacy', the authors revisit three empirical studies to argue for mobilising notions of sponsorship beyond fixed conceptions of individual sponsors and literacy to lifewide perspectives that take into account sponsoring relations across the broader learning lives of youth. The authors take up the theoretical heuristic 'sponsorscapes' as a lens for attending to the dynamically networked, reciprocal and humanmaterial dimensions of literacy practices. With cases drawn from across settings and research foci, including middle school students in a classroom setting, high school-aged youth across contexts and a participant-researcher's interactions with a college student, the authors argue that attending to sponsorscapes can contribute critical insight into the emergent, diverse and valued literacies and sponsorship thriving across lifewide learning pathways, while recognising learners' agentive roles in investing, resisting and sponsoring literacies. [ABSTRACT FROM AUTHOR]

Introduction: This study combines social identity theory and team identification-social psychological health model to verify an exploratory theoretical model of team identification and word-of-mouth intention for sponsor benefits and fans' leisure benefits. In addition, WOM intention would be divided into two dimensions as the recommend WOM intention as well as the defended WOM intention. Researchers attempt to explore the dual role of fans on the benefits of fan welfare and professional sports sponsors at the same time. Methods: In the study we use self-reporting scales and cross-sectional design. Data with 307 valid questionnaires were collected from on site of the chinese professional baseball league. partial least square procedure with Smart-PLS 3.0 was employed to test the exploratory research model and hypotheses. We draft an interview outline based on the analysis results and discuss with professional baseball team player, staff, and a sports reporter for the verification of phenomenon and insights of management. Results: The results show team identification positively affects recommend WOM intention, defend WOM intention, attitude towards sponsor and leisure benefits. Defend WOM intention positively influences attitude towards sponsor, on the other hand recommend WOM intention positively influences leisure benefits. In addition to this, defend WOM intention as the intermediate variable explains the relationship between team identification and attitude towards sponsor. Similarly, recommend WOM intention as the intermediate variable explains the relationship between team identification and leisure benefits. Conclusion: The exploratory theoretical framework proposed in this study verifies that cultivating team identification is conducive to promoting the commercial development of professional sports and leisure benefits of fans. We should pay more attention to the differences that the fans' recommend WOM intention will help to improve individual leisure benefits and defend WOM intention will help to improve the positive attitude of fans to sponsoring companies. Researchers suggest that sport teams and corporate sponsors can actively demonstrate corporate social responsibility behavior to maintain brand image and good reputation, which will help increase fans' recommend WOM intention communication and foster fans' loyal and reduce the potential damages for loyal fans to defend WOM intention. In turn, improve the leisure benefits of the fans. [ABSTRACT FROM AUTHOR]

Since its creation at the end of years 1940s, Official Development Aid has been analyzed by sponsors as an essential key to support development of under developed countries. Unfortunately, it has turned to be a gangrene for these countries in the sense that it is before and after all mobilized to exclusively serve interests of sponsors. Sub Saharan African has to get rid of this under development aid and concentrating on Foreign Direct Investments, their Diaspora's transfer and endogenous initiatives as alternatively source of development. [ABSTRACT FROM AUTHOR]

Purpose: To date, research on sponsorship considers the effects of only positive or only negative sponsorship information on consumers' attitudes toward the sponsor brand. However, in practice, sometimes mixed information (positive and negative) is available that influences consumers' sponsor evaluations. To mirror the information situation of the real world, the purpose of this paper is to investigate how the valence of sponsorship information (only positive vs mixed vs only negative) and the strength of sponsorship information (weak vs strong) influence the consumers' attitudes toward the sponsor brand. Design/methodology/approach: This research uses an experimental research design (n=210). Data were collected among students of a German university. Findings: The results reveal that when the strength of information was weak, attitudes in the mixed information condition were not significantly worse than in the only positive condition and significantly better than in the only negative condition. In addition, when the strength of information was strong, attitudes in the mixed information condition were significantly worse than in the only positive condition and significantly better than in the only negative condition. Practical implications: This study offers several practical recommendations regarding the sponsors' evaluation of their investments and the decision to maintain or exit the sponsorship of a controversial object. Originality/value: This study expands the research on the effects of available sponsorship information on consumers' sponsor evaluation. The present research highlights the effects of different types of sponsorship information on consumers' attitudes and considers the strength of information as a boundary condition of these effects. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this paper is to explore consumer attitudes towards ambush marketing and official event sponsorship through the lens of sentiment analysis, and to examine social media users' ethical responses to digital event marketing campaigns during the 2018 FIFA World Cup. Design/methodology/approach: The study employed a sentiment analysis, examining Twitter users' utilization of sponsor and non-sponsor promotional hashtags. Statistical modelling programme R was used to access Twitter's API, enabling the analysis and coding of user tweets pertaining to six marketing campaigns. The valence of each tweet – as well as the apparent user motivation underlying each post – was assessed, providing insight into Twitter users' ethical impressions of sponsor and ambush marketer activities on social media and online engagement with social media marketing. Findings: The study's findings indicate that consumer attitudes towards ambush marketing may be significantly more positive than previously thought. Users' attitudes towards ambush marketing appear significantly more positive than previously assumed, as users of social media emerged as highly responsive to creative and value-added non-sponsor campaigns. Originality/value: The findings affirm that sentiment analysis may afford scholars and practitioners a viable means of assessing consumer attitudes towards social marketing activations, dependent upon campaign objectives and strategy. The study provides a new and invaluable context to consumer affect and ambush ethics research, advancing sponsorship and ambush marketing delivery and social sponsorship analytical practice. [ABSTRACT FROM AUTHOR]

To meet the UN Sustainable Consumption and Production goal, more companies are integrating sustainability value through corporate social responsibility (CSR) activities as part of their marketing strategies. To highlight the CSR activities and sustainable development, the marketing strategies may change the focus from consumer to social framework such as from customer price discounts to corporate sponsorship or cause-related marketing (CRM). The question remains whether sponsorship or CRM carried out by corporate are perceived as being more socially responsible especially by the religious consumers. This study assesses the influence of religiosity on attitude towards CRM and purchase intention for brands supporting religious, social or environmental causes. A conceptual model with a multi-dimensional construct of religiosity was developed to examine the relationship between religiosity and attitudes towards CRM and purchase intent. A survey among young Muslim adults in Malaysia was carried out to test the influence of religiosity on CRM and purchase intention. The results revealed contradicting support between intra- and inter-personal religiosity. Theoretically, the findings warrant additional research that focuses on the multi-dimensional construct of religiosity and its linkage to CRM as an incentive mechanism. While CRM activities are viewed positively by those who are religious in a more socially manner, those who are inwardly religious however, may reject and perceive the marketing approach negatively. [ABSTRACT FROM AUTHOR]

The article presents information on the AEMET, the Third European Nowcasting Conference, sponsored by the EUMETNET ASIST project. Topics discussed include Nowcasting Project, E-NWC, exchange of knowledge and experiences, verification and social impacts, and relative aspects to users. It adds that WWRP and Project Manager of the project ASIST, highlighted the challenges that the community must face.

Se presenta un editorial sobre patrocinio comercial en la tienda del barrio en Colombia. Los temas discutidos incluyen el apadrinamiento como una relación entre un padrino y un padrino, ubicado en el canal de distribución tradicional; el papel que juega el apadrinamiento comercial en la cadena de distribución tradicional; y la participación formal de miembros de un grupo religioso. También se menciona la historia del acto sacramental del Bautismo de la Iglesia Católica.

Due to the global financial crisis, the investments of car manufacturers are going to be revised as never before; especially this is the case for any kind of commitment in sport sponsoring. In Formula One on the one hand costs are exploding, on the other hand money becomes shortened. That is why it becomes interesting to know to what extent a manufacturer's involvement in this sport is worth it. We use an event study methodology analyzing the stock market response after race performances from 2005 to 2007. Our main results: McLaren-Mercedes and Fiat-Ferrari generate positive abnormal returns after wins for DaimlerChrysler and Fiat, and significantly weaker abnormal returns after losses. Conversely, returns for Renault change in an opposite way. [ABSTRACT FROM AUTHOR]

Corporate partnerships with professional sport leagues are growing rapidly. How can we assess the value of such partnerships? Using an event study method, this research examined the economic effects of corporate partnerships with six professional sport organizations (NFL, MLB, NBA, NASCAR, NHL, and PGA). Three new interesting results were found. (1) Though a partnering firm experiences a net-of-market increase in shareholders' value of 2.93% from a new corporate partnership with a professional sport league at the two-day window (0, +1), renewals of corporate partnerships induced a significant net-of-market decrease of 1.12% during the same window of time. (2) Cross-sectional analysis revealed that superior performing firms as well as firms with higher institutional and moderate managerial ownership benefitted more than the average, and (3) the integrations of the partnerships with other business strategies elicited different responses from the investment community. Overall, a strategic implication was that marketing- focused partnerships in financially sound, well-managed firms contributed the most to enhancement in shareholders' wealth. [ABSTRACT FROM AUTHOR]

Sport events benefiting a charitable cause have emerged as meaningful experiences for participants. These charity sport events may allow event sponsors to shape perceptions of corporate image among event participants. Using the Psychological Continuum Model (PCM) as the theoretical framework, the factors that contribute to participants' perceptions of event sponsors are examined. The influence of this image of event sponsors on behavioral outcomes among participants is also investigated. A post-event questionnaire was administered to participants in a sport event (N = 672) to investigate the relationships among motives, sponsor image, event attachment, purchase intent, and future participation intent. Results reveal that recreation and charity motives contribute to event attachment, while charity motives and event attachment contribute to sponsor image. Significantly, sponsor image and attachment contribute to purchase intent for event sponsors' products. Finally, sponsor image does not influence future participation intent, while event attachment does. The results illustrate the discrete roles that sponsor image and attachment play in sport consumption activities. Suggestions are made for the strategic selection and marketing of events by potential sponsors to most effectively leverage event sponsorship opportunities. [ABSTRACT FROM AUTHOR]

This paper provides a critical assessment of the sponsorship relationship by examining relationship-related causes of termination. Based on a comprehensive investigation of major sport organizations and their sponsors spanning four years, the findings reveal partners at cross-purposes due to changing perceptions of value, opportunity, and responsibility. Related problems involving strategic versus tactical intent, commitment asymmetry, and sponsorship capability gap are identified. The research develops our understanding of the interfirm dynamics of sport sponsorship relationships including how they should be managed to avoid termination. Recommendations to prevent sponsorship termination and improve relationship outcomes, and directions for future research are provided. [ABSTRACT FROM AUTHOR]

Notwithstanding the substantial development of sponsorship investigations, relationships between the sponsor and cosponsees and fan's responses (i.e., cognitive, affective and conative) have not been investigated yet in a multiple sponsorship sport event context. Hence, the purpose of this study was to analyze the impact of commercial sponsorships on the intention to purchase sponsor products in relation to brand image and brand attachment. Furthermore, this researcher analyzed the relationships between a sponsor (adidas), an event (2006 FIFA Soccer World Cup Germany), a team (French National Soccer Team) and a top player (Zinédine Zidane). Structural equation modeling was used to conduct this research. The crucial results revealed that a multiple sponsorship arrangement creates interactions between the sponsor and the sponsees brands cognitive and affective stages. Secondly, the model demonstrated that multiple sponsorship activates brand behavioral dimensions (i.e., cognitive, affective and conative) according to the hierarchy of effects model (Lavidge & Steiner, 1961). [ABSTRACT FROM AUTHOR]

Despite the popularity of sponsorship-linked marketing programs, we know little about how firms form sponsorship policies. This article describes a corporate identity-sponsorship policy link and offers empirical support for it via a mixed method research design. Content analysis of 146 Fortune 500 companies' online sponsorship policies and mission statements is followed by cluster, factor and multinomial regression techniques. Results show that corporate identity, as reflected in mission statements, matters to sponsorship policy. Specifically, companies emphasizing financial success in their mission statements prefer to sponsor individual athletes, education, the environment and health-related activities. Alternatively, companies stressing the importance of employees demonstrate a propensity to sponsor team sports, entertainment, religious, community, charity and business related activities. Reasons for these strategic differences are discussed. [ABSTRACT FROM AUTHOR]