[
Aaker, D. A. (1992). The value of brand equity. Journal of Business Strategy, 13(4), 27–32.
]Search in Google Scholar
[
Alguacil, M., Núñez-Pomar, J. M., Valantine, I., Crespo-Hervás, J., Pérez-Campos, C., & Butiene, I. S. (2018). The importance of the services brand in predicting loyalty and word of mouth. Engineering Economics, 29(4), 446–454. https://doi.org/10.5755/j01.ee.29.4.17694
]Search in Google Scholar
[
Alguacil, M., Núñez-Pomar, J., Pérez-Campos, C., & Prado-Gascó, V. (2019). Perceived value, satisfaction and future intentions in sport services. Academia, 32(4), 566–579. https://doi.org/10.1108/ARLA-04-2019-0099
]Search in Google Scholar
[
Alonso Dos Santos, M., Calabuig, F., Prado-Gascó, V., & Cuevas Lizama, J. (2020). The effect of quality and leverage on the image transfer model: the moderating role of involvement. International Journal of Sports Marketing and Sponsorship, ahead-of-print. https://doi.org/10.1108/IJSMS-12-2019-0149
]Search in Google Scholar
[
Alonso Dos-Santos, M., Calabuig, F., Montoro Ríos, F., & Alguacil, M. (2017). Online sport event consumers: attitude, E-quality and E-satisfaction. Journal of Theoretical and Applied Electronic Commerce Research, 12(2), 54–70. https://doi.org/10.4067/S0718-18762017000200005
]Search in Google Scholar
[
Alonso-Dos Santos, M., Calabuig, F., & Crespo-Hervás, J. (2019). Influence of perceived and effective congruence on recall and purchase intention in sponsored printed sports advertising. International Journal of Sports Marketing and Sponsorship, 20(4), 617–633. https://doi.org/10.1108/IJSMS-10-2018-0099
]Search in Google Scholar
[
Alonso-Dos Santos, M., Calabuig, F., & Franco, M. S. (2019). Congruence and placement in sponsorship: An eye-tracking application. Physiology & Behavior, 200, 159–165. https://doi.org/10.1016/j.physbeh.2018.05.032
]Search in Google Scholar
[
Alonso-Dos Santos, M., Rejón Guardia, F., Pérez Campos, C., Calabuig-Moreno, F., & Ko, Y. J. (2018). Engagement in sports virtual brand communities. Journal of Business Research, 89, 273–279. https://doi.org/10.1016/j.jbusres.2017.12.053
]Search in Google Scholar
[
Alonso-Dos Santos, M., Velasco Vizcaíno, F., & Pérez Campos, C. (2019). The influence of patriotism and fans’ fulfilment of sponsorship activation in the sponsor’s image transfer process. Sport in Society, 1–17. https://doi.org/10.1080/17430437.2019.1619700
]Search in Google Scholar
[
Bajac, H., Palacios, M., & Minton, E. A. (2018). Consumer-brand congruence and conspicuousness: An international comparison. International Marketing Review, 35(3), 498–517. https://doi.org/10.1108/IMR-12-2016-0225
]Search in Google Scholar
[
Barone, M. J., & Jewell, R. D. (2013). The innovator’s license: A latitude to deviate from category norms. Journal of Marketing, 77(1), 120–134. https://doi.org/10.1509/jm.10.0145
]Search in Google Scholar
[
Barton, H., & Beynon, M. J. (2015). Do the citizens of Europe trust their police?. International Journal of Emergency Services, 4(1), 65–85. http://dx.doi.org/10.1108/IJES-09-2014-0013
]Search in Google Scholar
[
Becker-Olsen, K. L., & Hill, R. P. (2006). The impact of sponsor fit on brand equity: The case of nonprofit service providers. Journal of Service Research, 9(1), 73–83. https://doi.org/10.1177/1094670506289532
]Search in Google Scholar
[
Bigné. E., Moliner-Tena, M. Á., & Callarisa, L. J. (2000). El valor y la fidelización de clientes: una propuesta de modelo dinámico de comportamiento. Revista Europea de Dirección y Economía de la empresa, 9(3), 65–78.
]Search in Google Scholar
[
Boisvert, J., & Ashill, N.J. (2011). How brand innovativeness and quality impact attitude toward new service line extensions: the moderating role of consumer involvement. Journal of Services Marketing, 25(7), 517–527. https://doi.org/10.1108/08876041111173642
]Search in Google Scholar
[
Brexendorf, T. O., Bayus, B., & Keller, K. L. (2015). Understanding the interplay between brand and innovation management: findings and future research directions. Journal of the Academy of Marketing Science, 43(5), 548–557. https://doi.org/10.1007/s11747-015-0445-6
]Search in Google Scholar
[
Carlson, J., & O’Cass, A. (2010). Exploring the relationships between e‐service quality, satisfaction, attitudes and behaviours in content‐driven e‐service web sites. Journal of Services Marketing, 24(2), 112–127. https://doi.org/10.1108/08876041011031091
]Search in Google Scholar
[
Castañeda-García, J. A., Frías-Jamilena, D. M., Del Barrio-García, S., & Rodríguez-Molina, M. A. (2019). The Effect of Message Consistency and Destination-Positioning Brand Strategy Type on Consumer-Based Destination Brand Equity. Journal of Travel Research, 1–17. https://doi.org/10.1177/0047287519881506
]Search in Google Scholar
[
Chang, Y., & Ko, Y. J. (2014). The brand leadership: Scale development and validation. Journal of Brand Management, 21(1), 63–80. https://doi.org/10.1057/bm.2013.23
]Search in Google Scholar
[
Cheong, C., Pyun, D. Y., & Leng, H. K. (2019). Sponsorship and advertising in sport: a study of consumers’ attitude. European Sport Management Quarterly, 19(3), 287–311. https://doi.org/10.1080/16184742.2018.1517271
]Search in Google Scholar
[
Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for Business Research, 295(2), 295–336.
]Search in Google Scholar
[
Churchill, G. A., & Iacobucci, D. (2006). Marketing research: methodological foundations. Dryden Press.
]Search in Google Scholar
[
Cornwell, T. B. (2019). Less “Sponsorship as Advertising” and More Sponsorship-Linked Marketing as Authentic Engagement. Journal of Advertising, 48(1), 49–60. https://doi.org/10.1080/00913367.2019.1588809
]Search in Google Scholar
[
Cornwell, T. B., & Humphreys, M. S. (2013). Memory for sponsorship relationships: A critical juncture in thinking. Psychology & Marketing, 30(5), 394–407. https://doi.org/10.1002/mar.20614
]Search in Google Scholar
[
Crimmins, J., & Horn, M. (1996). Sponsorship: From management ego trip to marketing success. Journal of Advertising Research, 36(4), 11–22.
]Search in Google Scholar
[
Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–218. https://doi.org/10.1016/S0022-4359(00)00028-2
]Search in Google Scholar
[
Dees, W., Bennett, G., & Villegas, J. (2008). Measuring the effectiveness of sponsorship of an elite intercollegiate football program. Sport Marketing Quarterly, 17(2), 79–89.
]Search in Google Scholar
[
Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. https://doi.org/10.1177/0092070394222001
]Search in Google Scholar
[
Djohari, N., Weston, G., Cassidy, R., Wemyss, M., & Thomas, S. (2019). Recall and awareness of gambling advertising and sponsorship in sport in the UK: a study of young people and adults. Harm Reduction Journal, 16(1), 1–12. https://doi.org/10.1186/s12954-019-0291-9
]Search in Google Scholar
[
Eisingerich, A.B., & Rubera, G. (2010). Drivers of brand commitment: a cross-national investigation, Journal of International Marketing, 18(2), 64–79. https://doi.org/10.1509/jimk.18.2.64
]Search in Google Scholar
[
Ellen, P. S., Mohr, L. A., & Webb, D. J. (2000). Charitable programs and the retailer: do they mix?. Journal of Retailing, 76(3), 393–406. https://doi.org/10.1016/S0022-4359(00)00032-4
]Search in Google Scholar
[
Eng, S., & Woodside, A. G. (2012). Configural analysis of the drinking man: Fuzzy-set qualitative comparative analyses. Addictive Behaviors, 37(4), 541–543. https://doi.org/10.1016/j.addbeh.2011.11.034
]Search in Google Scholar
[
Escamilla-Fajardo, P., Núñez-Pomar, J. M., Prado-Gascó, V. J., & Ratten, V. (2019). HRM versus QCA: what affects the organizational climate in sports organizations?. Sport in Society, 23(2): 264–279. https://doi.org/10.1080/17430437.2019.1607306
]Search in Google Scholar
[
Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The effect of brand attitude and brand image on brand equity. Journal of Marketing Theory and Practice, 9(3), 61–75. https://doi.org/10.1080/10696679.2001.11501897
]Search in Google Scholar
[
Farrelly, F. J., & Quester, P. G. (2005). Examining important relationship quality constructs of the focal sponsorship exchange. Industrial Marketing Management, 34(3), 211–219. https://doi.org/10.1016/j.indmarman.2004.09.003
]Search in Google Scholar
[
Fetscherin, M., Boulanger, M., Gonçalves Filho, C., & Souki, G. Q. (2014). The effect of product category on consumer brand relationships. Journal of Product & Brand Management, 23(2), 78–89. https://doi.org/10.1108/JPBM-05-2013-0310
]Search in Google Scholar
[
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
]Search in Google Scholar
[
Füller, J., Schroll, R., & von Hippel, E. (2013). User generated brands and their contribution to the diffusion of user innovations. Research Policy, 42(6–7), 1197–1209. https://doi.org/10.1016/j.respol.2013.03.006
]Search in Google Scholar
[
Gan, C., & Wang, W. (2017). The influence of perceived value on purchase intention in social commerce context. Internet Research, 27(4), 772–785. https://doi.org/10.1108/IntR-06-2016-0164
]Search in Google Scholar
[
García-Fernández, J., Gálvez-Ruíz, P., Fernández-Gavira, J., Vélez-Colón, L., Pitts, B., & Bernal-García, A. (2018). The effects of service convenience and perceived quality on perceived value, satisfaction and loyalty in low-cost fitness centers. Sport Management Review, 21(3), 250–262. https://doi.org/10.1016/j.smr.2017.07.003
]Search in Google Scholar
[
García-Pascual, F., Prado-Gascó, V., Alguacil, M., Valantine, I., & Calabuig, F. (2020). Future intentions of fitness center customers: effect of emotions, perceived well-being and management variables. Frontiers in psychology, 11, 2425. https://doi.org/10.3389/fpsyg.2020.547846
]Search in Google Scholar
[
Gardner, M. P. (1985). Does attitude toward the ad affect brand attitude under a brand evaluation set?. Journal of Marketing Research, 22(2), 192–198. https://doi.org/10.1177/002224378502200208
]Search in Google Scholar
[
Gefen, D., Straub, D. W., & Boudreau, M.C. (2000). Structural Equation Modeling and Regression: Guidelines for Research Practice. Communications of the Association for Information Systems, 4(4), 2–77. doi: 10.1.1.25.781
]Search in Google Scholar
[
Gil, I., Sánchez, M., Berenguer, G., & González-Gallarda, M. (2006). Encuentro de servicio, valor percibido y satisfacción del cliente en la relación entre empresas. Cuadernos de Estudios Empresariales, (15), 47–72.
]Search in Google Scholar
[
Gil, L.A., Dwivedi, A., & Johnson, L.W. (2017). Effect of popularity and peer pressure on attitudes toward luxury among teens. Young Consumers, 18(1), 84–93. https://doi.org/10.1108/YC-10-2016-00639
]Search in Google Scholar
[
Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36–44. https://doi.org/10.1108/EUM0000000004784
]Search in Google Scholar
[
Hair, J. F., Black, W. C., Babin, B., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis. (6th ed.). Prentice Hall.
]Search in Google Scholar
[
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
]Search in Google Scholar
[
Hebles, M., Prado-Gascó, V. J., Llanos-Contreras, O., & Alguacil, M. (2020). The influence of emotion in the management of amateur football organizations. Frontiers in Psychology, 11, 2218. https://doi.org/10.3389/fpsyg.2020.02218
]Search in Google Scholar
[
Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research: updated guidelines. Industrial Management & Data Systems, 116(1), 2–20. https://doi.org/10.1108/IMDS-09-2015-0382
]Search in Google Scholar
[
Henseler, J., Ringle, C. M., & Sarstedt, M. (2014). A new criterion for assessing discriminant validity in variance-based structural equation modelling. Journal of the Academy of Marketing Science, 43(1), 115–135. doi: 10.1007/s11747-014-0403-8
]Search in Google Scholar
[
Hetet, B., Ackermann, C.-L., & Mathieu, J.-P. (2019). The role of brand innovativeness on attitudes towards new products marketed by the brand. Journal of Product & Brand Management, 29(5): 569–581. https://doi.org/10.1108/JPBM-02-2019-2243
]Search in Google Scholar
[
Johanson, J., & T. Roxenhall. 2009. Nätverksengagemang. In Regionala strategiska nätverki praktiken, Eds. L. Hallén, M. Johanson, and T. Roxenhall, 77–92. Studentlitteratur.
]Search in Google Scholar
[
Johar, G. V., & Pham, M. T. (1999). Relatedness, prominence, and constructive sponsor identification. Journal of Marketing Research, 36(3), 299–312. https://doi.org/10.1177/002224379903600301
]Search in Google Scholar
[
Jones, C. W., Byon, K. K., & Huang, H. (2019). Service Quality, Perceived Value, and Fan Engagement: Case of Shanghai Formula One Racing. Sport Marketing Quarterly, 28(2), 63–76. DOI: http://doi.org/10.32731/SMQ.282.062019.01
]Search in Google Scholar
[
Jung, N. Y., & Seock, Y. K. (2016). The impact of corporate reputation on brand attitude and purchase intention. Fashion and Textiles, 3(1), 1–15. https://doi.org/10.1186/s40691-016-0072-y
]Search in Google Scholar
[
Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740–759. https://doi.org/10.1287/mksc.1050.0153
]Search in Google Scholar
[
Kim, C. K., & Chung, J. Y. (1997). Brand popularity, country image and market share: an empirical study. Journal of International Business Studies, 28(2), 361–386. https://doi.org/10.1057/palgrave.jibs.8490105
]Search in Google Scholar
[
Kim, J., & Kim, I. (2018). Entrepreneurial marketing and airline-cause sponsorship congruence: Passenger sponsorship response to US-based full-service airlines. Sustainability, 10(7), 1–20. https://doi.org/10.3390/su10072359
]Search in Google Scholar
[
Ko, Y. J., Chang, Y., Park, C., & Herbst, F. (2017). Determinants of consumer attitude toward corporate sponsors: A comparison between a profit and nonprofit sport event sponsorship. Journal of Consumer Behaviour, 16(2): 176–186. https://doi.org/10.1002/cb.1622
]Search in Google Scholar
[
Koo, J., & Lee, Y. (2018). Sponsor-event congruence effects: The moderating role of sport involvement and mediating role of sponsor attitudes. Sport Management Review, 22(2), 222–234. https://doi.org/10.1016/j.smr.2018.03.001
]Search in Google Scholar
[
Kothandaraman, P., & Wilson, D. T. (2001). The future of competition: value-creating networks. Industrial Marketing Management, 30(4), 379–389. https://doi.org/10.1016/S0019-8501(00)00152-8
]Search in Google Scholar
[
Kotler, P., & Levy, S. J. (1969). Broadening the concept of marketing. Journal of marketing, 33(1), 10–15. https://doi.org/10.1177/002224296903300103
]Search in Google Scholar
[
Kunz, W., Schmitt, B., & Meyer, A. (2011). How does firm innovativeness affect the consumer?. Journal of Business Research, 64(8), 816–823. https://doi.org/10.1016/j.jbusres.2010.10.005
]Search in Google Scholar
[
Lee, S. M., Olson, D. L., & Trimi, S. (2012). Co-innovation: convergenomics, collaboration, and co-creation for organizational values. Management Decision, 50(15), 817–831. https://doi.org/10.1108/00251741211227528
]Search in Google Scholar
[
Lee, Y. G., Byon, K. K., Ammon, R., & Park, S. B. R. (2016). Golf product advertising value, attitude toward advertising and brand, and purchase intention. Social Behavior and Personality: an International Journal, 44(5): 785–800. DOI: https://doi.org/10.2224/sbp.2016.44.5.785
]Search in Google Scholar
[
Loken, B., Joiner, C., & Houston, M. (2010). Leveraging a brand through brand extensions: a review of two decades of research. In B. Loken, R. Ahluwalia, & M. Houston (Eds.), Brands and brand management: contemporary research perspectives (pp. 11–37). Routledge
]Search in Google Scholar
[
Lopez, C., & Leenders, M. A. (2019). Building a local identity through sellout crowds: the impact of brand popularity, brand similarity, and brand diversity of music festivals. Journal of Strategic Marketing, 27(5), 435–450. https://doi.org/10.1080/0965254X.2018.1430055
]Search in Google Scholar
[
Mahalanobis, P. C. (1936). On the generalized distance in statistics. National Institute of Science of India, 1–8.
]Search in Google Scholar
[
Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude?. Journal of Marketing Research, 18(3), 318–332.
]Search in Google Scholar
[
Mundina, J., & Calabuig, F. (1999). El marketing social al servicio de la gestión de calidad: El caso de los servicios públicos náuticos de la Generalitat Valenciana. Apunts: Educación Física y Deportes, 57, 77–83. http://hdl.handle.net/11162/44987
]Search in Google Scholar
[
Olsen, M. C., Slotegraaf, R. J., & Chandukala, S. R. (2014). Green claims and message frames: how green new products change brand attitude. Journal of Marketing, 78(5), 119–137. https://doi.org/10.1509/jm.13.0387
]Search in Google Scholar
[
Olson, E. L. (2010). Does sponsorship work in the same way in different sponsorship contexts?. European Journal of Marketing, 44(1/2), 180–199. https://doi.org/10.1108/03090561011008664
]Search in Google Scholar
[
Olson, E. L., & Thjømøe, H. M. (2011). Explaining and articulating the fit construct in sponsorship. Journal of Advertising, 40(1), 57–70. https://doi.org/10.2753/JOA0091-3367400104
]Search in Google Scholar
[
Olson, E. L., & Thjømøe, H. M. (2003). The effects of peripheral exposure to information on brand preference. European Journal of Marketing, 37(1/2), 243–255. https://doi.org/10.1108/03090560310453280
]Search in Google Scholar
[
Oshimi, D., & Harada, M. (2019). Host residents’ role in sporting events: The city image perspective. Sport Management Review, 22(2), 263–275. https://doi.org/10.1016/j.smr.2018.04.002
]Search in Google Scholar
[
Pappu, R., & Quester, P. G. (2016). How does brand innovativeness affect brand loyalty?. European Journal of Marketing, 50(1–2), 2–28. https://doi.org/10.1108/EJM-01-2014-0020
]Search in Google Scholar
[
Parasuraman, A., Zeithaml, V., & Berry, L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Customer Perceptions of Service Quality. Journal of Retailing, 64, 12–40.
]Search in Google Scholar
[
Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1–17. https://doi.org/10.1509/jmkg.74.6.1
]Search in Google Scholar
[
Petty, R. E., Wheeler, S. C., & Tormala, Z. L. (2003). Persuasion and attitude change. In T. Millon & M. J. Lerner (Eds.), Handbook of psychology: Personality and social psychology (Vol. 5, pp. 353–382). Wiley & Sons. https://doi.org/10.1002/0471264385.wei0515
]Search in Google Scholar
[
Pradhan, D., Duraipandian, I., & Sethi, D. (2016). Celebrity endorsement: How celebrity–brand–user personality congruence affects brand attitude and purchase intention. Journal of Marketing Communications, 22(5): 456–473. https://doi.org/10.1080/13527266.2014.914561
]Search in Google Scholar
[
Prado-Gascó, V. J., & Calabuig-Moreno, F. (2016). Measuring service quality of sporting events: Lineal models vs QCA. Journal of Sports Economics & Management, 6(3), 126–136.
]Search in Google Scholar
[
Ragin, C. C. (2008). Measurement versus calibration: A set-theoretic approach. In the Oxford handbook of political methodology. https://doi.org/10.1093/oxfordhb/9780199286546.003.0008
]Search in Google Scholar
[
Reeves, C. A., & Bednar, D. A. (1994). Defining quality: alternatives and implications. Academy of Management Review, 19(3), 419–445. https://doi.org/10.5465/amr.1994.9412271805
]Search in Google Scholar
[
Rey-Martí, A., Ribeiro-Soriano, D., & Palacios-Marqués, D. (2016). A bibliometric analysis of social entrepreneurship. Journal of Business Research, 69(5), 1651–1655. https://doi.org/10.1016/j.jbusres.2015.10.033
]Search in Google Scholar
[
Rifon, N. J., Choi, S. M., Trimble, C. S., & Li, H. (2004). Congruence effects in sponsorship: The mediating role of sponsor credibility and consumer attributions of sponsor motive. Journal of Advertising, 33(1), 30–42. https://doi.org/10.1080/00913367.2004.10639151
]Search in Google Scholar
[
Roy, D. P. (2011). Impact of congruence in cause marketing campaigns for professional sport organisations. International Journal of Sport Management and Marketing, 10(1–2), 21–34. https://doi.org/10.1504/IJSMM.2011.043614
]Search in Google Scholar
[
Russo-Spena, T., & Mele, C. (2012). “Five Co-s” in innovating: a practice-based view. Journal of Service Management, 23(4), 527–553. https://doi.org/10.1108/09564231211260404
]Search in Google Scholar
[
Safon, V. (2009). Measuring the reputation of top US business schools: a MIMIC modelling approach. Corporate Reputation Review, 12(3), 204–228. https://doi.org/10.1057/crr.2009.19
]Search in Google Scholar
[
Schneider, C. Q., & Wagemann, C. (2012). Set-theoretic methods for the social sciences: A guide to qualitative comparative analysis. Cambridge University Press.
]Search in Google Scholar
[
Sharma, N., Young, L. C., & Wilkinson, I. (2015). The nature and role of different types of commitment in inter-firm relationship cooperation. Journal of Business & Industrial Marketing, 30(1), 45–59. https://doi.org/10.1108/JBIM-11-2012-0202
]Search in Google Scholar
[
Silva, A., & Veríssimo, J. M. C. (2020). From fans to buyers: antecedents of sponsor’s products purchase intention. International Journal of Sports Marketing and Sponsorship. (ahead of print) https://doi.org/10.1108/IJSMS-03-2019-0028
]Search in Google Scholar
[
Simmons, C. J., & Becker-Olsen, K. L. (2006). Achieving marketing objectives through social sponsorships. Journal of Marketing, 70(4), 154–169. https://doi.org/10.1509/jmkg.70.4.154
]Search in Google Scholar
[
Sirianni, N. J., Bitner, M. J., Brown, S. W., & Mandel, N. (2013). Branded service encounters: Strategically aligning employee behavior with the brand positioning. Journal of Marketing, 77(6), 108–123. https://doi.org/10.1509/jm.11.0485
]Search in Google Scholar
[
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53–66. https://doi.org/10.1080/10641734.2004.10505164
]Search in Google Scholar
[
Speed, R., & Thompson, P. (2000). Determinants of sports sponsorship response. Journal of the academy of Marketing Science, 28(2), 226–238. https://doi.org/10.1177/0092070300282004
]Search in Google Scholar
[
Stam, W. (2009). When does community participation enhance the performance of open source software companies? Research Policy, 38(8), 1288–1299. https://doi.org/10.1016/j.respol.2009.06.004
]Search in Google Scholar
[
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0
]Search in Google Scholar
[
Torres, J. L. S., Urdaneta, D., Pirela, J. L., & Colmenares, O. (2008). Medición de la personalidad de marca en el mercado automotriz. Visión Gerencial, (1), 183–196.
]Search in Google Scholar
[
Tyrie, A., & S. Ferguson. 2013. Understanding value from arts sponsorship: A social exchange theory perspective. Arts Marketing: An International Journal, 3(2), 131–153. https://doi.org/10.1108/AM-10-2012-0018
]Search in Google Scholar
[
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1–17. https://doi.org/10.1509/jmkg.68.1.1.24036
]Search in Google Scholar
[
Wertz, C., Linn, R., & Jöreskog, K. (1974). Intraclass reliability estimates: Testing structural assumptions. Educational and Psychological Measurement, 34(1), 25–33. https://doi.org/10.1177/001316447403400104
]Search in Google Scholar
[
Wilson, P. M., Rodgers, W. M., Blanchard, C. M., & Gessell, J. (2003). The Relationship Between Psychological Needs, Self-Determined Motivation, Exercise Attitudes, and Physical Fitness. Journal of Applied social psychology, 33(11), 2373–2392. https://doi.org/10.1111/j.1559-1816.2003.tb01890.x
]Search in Google Scholar
[
Woisetschläger, D. M., & Michaelis, M. (2012). Sponsorship congruence and brand image: A pre-post event analysis. European Journal of Marketing, 46(3/4), 509–523. https://doi.org/10.1108/03090561211202585
]Search in Google Scholar
[
Woisetschläger, D. M., Backhaus, C., & Cornwell, T. B. (2017). Inferring corporate motives: How deal characteristics shape sponsorship perceptions. Journal of Marketing, 81(5), 121–141. https://doi.org/10.1509/jm.16.0082
]Search in Google Scholar
[
Wolfsteiner, E., Grohs, R., & Reisinger, H. (2019). The impact of name and shame disclosure strategies on sponsor and ambusher brand attitude. Journal of Business Research, 124, 770–779. https://doi.org/10.1016/j.jbusres.2019.03.017
]Search in Google Scholar
[
Woodside, A. G. (2013). Moving beyond multiple regression analysis to algorithms: Calling for adoption of a paradigm shift from symmetric to asymmetric thinking in data analysis and crafting theory. Journal of Business Research, 66(4), 463–472. https://doi.org/10.1016/j.jbusres.2012.12.021
]Search in Google Scholar
[
Wu, C., & Hsing, S. S. (2006). Less is more: How scarcity influences consumers’ value perceptions and purchase intents through mediating variables. Journal of American Academy of Business, 9(2), 125–132.
]Search in Google Scholar
[
Wu, H. C., & Li, T. (2017). A study of experiential quality, perceived value, heritage image, experiential satisfaction, and behavioral intentions for heritage tourists. Journal of Hospitality & Tourism Research, 41(8), 904–944. https://doi.org/10.1177/1096348014525638
]Search in Google Scholar
[
Zarantonello, L., & Schmitt, B. H. (2013). The impact of event marketing on brand equity: The mediating roles of brand experience and brand attitude. International Journal of Advertising, 32(2), 255–280. https://doi.org/10.2501/IJA-32-2-255-280
]Search in Google Scholar
[
Zdravkovic, S., & Till, B. D. (2012). Enhancing brand image via sponsorship: strength of association effects. International Journal of Advertising, 31(1), 113–132. https://doi.org/10.2501/IJA-31-1-113-132
]Search in Google Scholar
[
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
]Search in Google Scholar
[
Zhang, Y., Kim, E., & Xing, Z. (2020). Image congruence between sports event and host city and its impact on attitude and behavior intention. International Journal of Sports Marketing and Sponsorship, 22(1), 67–86. https://doi.org/10.1108/IJSMS-03-2020-0040
]Search in Google Scholar
, 