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The strategic importance of sponsorship of sports events by the tobacco industry has been increasing since tobacco firms have been constrained in their advertising activities. The present study will provide further insight to this critical promotion tool for cigarette brands. Specifically, it...
Faced with ever-increasing advertising restrictions, sponsorship of sports has been an important promotional avenue for tobacco companies in North America and around the world. This paper examines the corporate sponsorship objectives and strategies of tobacco companies, based primarily on...
To date, research on sponsorship in general, and sport sponsorship in particular, has focused on sponsorship effects (Business-to-Consumer) and the managerial uses of sponsorship. This paper addresses a gap in the sport sponsorship literature by examining sport sponsorship from a...
This article sheds light on how fans, as consumers of sports, perceive environmental factors at collegiate sporting events and how these consumer perceptions relate to positive affect toward the event for men's versus women's intercollegiate basketball customers in the USA. Gaining a deeper...
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