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Journal articles (2018), Journal of Marketing, 82 (6), pp. 28-48

The Long Reach of Sponsorship: How Fan Isolation and Identification Jointly Shape Sponsorship Performance

MARC MAZODIER Marc MAZODIER , HENDERSON Conor, BECK Josh

Globalization and technology have expanded the reach of sports teams, giving brand sponsors new opportunities to engage and build relationships in real time with fans outside a team’s home market. This research investigates the role of fan isolation, or the experience of feeling separated from the team community, in shaping sponsorship effectiveness. Link to the article

MARC MAZODIER, M.M., HENDERSON, C. and BECK, J. (2018). The Long Reach of Sponsorship: How Fan Isolation and Identification Jointly Shape Sponsorship Performance. Journal of Marketing, 82(6), pp. 28-48.

Keywords : #brand-performance, #identification, #isolation, #sponsorship