Special issue published: "Advances in Advertising and Sponsorship Effectiveness"

International Journal of Sport Management and Marketing 15(5/6) 2014

• Predicting decisions to purchase from sponsors of the Vancouver 2010 Olympics
• Determinants of purchase intention toward sponsoring product: mediating role of sponsor identification in Korean professional baseball games
• Consumer responses to on-site Olympic sponsorship activation: the impact of interactivity, emotions, and perceived image fit on brand attitude formation
• The extended match-up hypothesis model: the role of self-referencing in athlete endorsement effects
• Alcohol, sponsorship, and new media activation: an investigation of Molson Canadian and the 2014 Olympic Games
• Sponsorship network portfolio of corporate partners in the National Basketball Association