Research question: Despite pervasive attention to the concept of rivalry, there is neither
uniform definition nor universal understanding. The purpose of this paper is to explore sport …

The resource-based view (RBV) of the firm has become a prominent management theory
that firms can use to analyze resources as potential sources of competitive advantage. …

Although the benefits sought by engaging in non-traditional marketing tactics such as
sponsorship are well documented, determining return on investment (ROI) remains an evolving …

While various scholars have identified relationship marketing objectives as a rationale for
sports sponsorship engagement, analytic investigations of the implications of a relational …

Purpose – Due in large part to the proprietary nature of costs, there is a dearth of academic
literature investigating the factors influencing the costs for sport marketing investments, such …

With increases in sponsorship expenditures outpacing traditional advertising, return on
investment warrants greater scrutiny. Research overwhelmingly focuses on returns, however, …

Purpose A sponsorship performance cycle of business-to-business (B2B) exchange is
conceptualized, where distinct types of resources are invested by sponsoring firms into sponsored …

Firms from a variety of industries regularly partner with Formula One (F1) racing teams to
achieve marketing objectives on an international scale. The sponsored properties offer signals …

Accessing and exploiting organizational resources plays an integral role in not only a firm’s
propensity to achieve a competitive advantage, but also its mere survival in a competitive …

Rapid advances in technology have influenced the ways in which consumers experience
live events, both in person and via television. One of the most prevalent of recent trends has …