Given the intense interests by marketing practitioners in sponsoring sports events, an ability to determine the effectiveness of sponsorship as a means to incre

This research holds a practical significance, as results provide insight on how consumers respond to the occurrence of negative events by a sponsor including wh

With the growth of corporate sport sponsorship as a widely-used marketing tool allowing brands to reach vast audiences, it has become a threat to traditional ad

The present study aims to fill the gap by comparing mega sport sponsorships to local sport sponsorships relative to consumers' perceptions. Specifically, the st