INTRODUCTION EVENT MARKETING is an increasingly important component in the promotions mix. In response to the many challenges facing traditional media, including cost, clutter, and fragmentation, the use of events in which companies can have face-to-face contact with their target audience has grown and become a valuable contributor to marketing communications programs. It is estimated that 22 p...

The purpose in this study was to understanding the relationship among the attitude, behavior loyalty, sponsorship awareness, attitude toward the sponsor and purchase intension of the both actual sponsor for the team Sport Lisboa e Befica (SLB) in Portuguese soccer league. Data were collected by fan of the soccer team. The data was used conform factor analysis (CFA) to testing the significant of...

BACKGROUND Numerous studies on publication bias in clinical drug research have been undertaken, particularly on the association between sponsorship and favourable outcomes. However, no standardized methodology for the classification of outcomes and sponsorship has been described. Dissimilarities and ambiguities in this assessment impede the ability to compare and summarize results of studies on...

As THE 2006 WINTER OLYMPICS fast approach, and as athletes work to attain their scientifically scheduled peak physical form, corporate sponsors are gearing up for a different battle. Having invested in the Games and tied their brand strategy to the Olympic theme, they must now guard jealously this positioning in the face of "ambushers"— direct competitors striving to catch an illicit ride on th...

To address the global extinction crisis, both efficient use of existing conservation funding and new sources of funding are vital. Private sponsorship of charismatic 'flagship' species conservation represents an important source of new funding, but has been criticized as being inefficient. However, the ancillary benefits of privately sponsored flagship species conservation via actions benefitin...

As demand for mobile data increases, end users increasingly experience high monetary costs for consuming data. Sponsored data is a new pricing model that allows content providers (CPs) to subsidize this cost. It thus offers the potential to benefit multiple Internet stakeholders: users can experience lower data costs, CPs can attract more users by subsidizing their data access, and ISPs (Intern...

Any serious non-profit Board discussion of development strategies inevitably reaches a point where someone asserts, " why aren't we doing more with corporations? Our organization is a perfect match for corporate sponsors… so why aren't we pursuing those opportunities more aggressively? " Well, perhaps your non-profit is a perfect match for corporate sponsorship support. But attracting sponsorsh...