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| The Mediating Effect of Perceived Fit on the Sport Involvement and Sponsor Brand Equity in Mega Sporting Event Contexts |
| Ki-Tae Yim, Yong-Jae Kim, Do-Hun Kim, Seung-Ho Shin |
| Korean J Sport Sci. 2014;25(1):65-77. Published online March 31, 2014 |
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Sponsor-event congruence effects: The moderating role of sport involvement and mediating role of sponsor attitudes Sport Management Review. 2019;22(2):222-234  Sports Mega-Event Sponsorship: The Impact of FIFA Reputation and World Cup Image on Sponsor Brand Equity BAR - Brazilian Administration Review. 2019;16(1): The effect of familiarity on associated sponsor and event brand attitudes following negative celebrity endorser publicity Sport Management Review. 2014;17(3):310-323 Mega-Para-Sporting Event Social Impacts Perceived by Tokyo Residents: Comparison of Residents’ Vitality Sustainability. 2021;13(16):9311 “Like Pharaoh, Like Pyramid”. Embedding Sports Mega-Event in the Local Tradition Urban Politics of a Sporting Mega Event. 2017;47-80 Perceived fit and deal framing: the moderating effect of perceived fit on sales promotions in line and brand extensions Journal of Product & Brand Management. 2014;23(4/5):295-303 The impact of perceived brand interactivity on customer purchases. The mediating role of perceived brand fairness and the moderating role of brand involvement Journal of Product & Brand Management. 2021;31(1):96-109 Executive summary of “Perceived fit and deal framing: the moderating effect of perceived fit on sales promotions in line and brand extensions” Journal of Product & Brand Management. 2014;23(4/5): Sport event-sponsor fit and its effects on sponsor purchase intentions: a non-consumer perspective among athletes, volunteers and spectators Journal of Business & Industrial Marketing. 2016;31(2):247-259 Sport at the World Expo. Analysis of sports diplomacy at the non-sporting event Place Branding and Public Diplomacy. 2023; |
