Table of contents
Perceived service quality and life satisfaction: the mediating role of the actor's satisfaction-with-event
Lung Hung Chen, Mei-Yen Chen, Yun-Ci Ye, I-Wu Tung, Chih-Fu Cheng, Shen TungThe aim of this study was to integrate the hierarchical model of the perceived service quality (PSQ) theory with the bottom-up theory of satisfaction. It was hypothesised that…
Exploring saturation levels for sponsorship logos on professional sports shirts: a cross-cultural study
Andrey G. Mikhailitchenko, Dennis H. Tootelian, Galina N. MikhailitchenkoThe study extends the research on visual imagery in advertising to sports marketing. The results suggest that excessive on-shirt advertising is wasteful for sponsorships and…
The importance of winning: an analysis of the relationship between an athlete's performance and sponsor exposure during televised sports events
Jonathan A. JensenIt has long been assumed that brands sponsoring athletes who excel in competition realise more exposure than brands that do not. But which factors have a significant impact on the…
Psychometric comparability of brand personality scale: assessing brand personality matching between sports and corporate sponsors by using the congenerity test
Sungho Cho, Joon-Ho KangThis empirical study examines the psychometric comparability of Aaker's Brand Personality Scale (Aaker, 1997) in sponsorship matching. It employs a structural validation protocol…
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ISSN:
1464-6668Online date, start – end:
1999Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr James Zhang