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Jesse King and Robert Madrigal

advertising fragments” such as that expressed in a cue can improve the accessibility of brand associations ( Pham & Vanhuele, 1997 ), we expect that a more detailed description of the articulation will be perceived as being more creative and will improve sponsor–property fit more than a cue alone. Quite

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Yoon Heo

disease called CTE (chronic traumatic encephalopathy). Travis R. Bell, a former sports broadcast journalist, is an assistant professor of digital and sport media in the Zimmerman School of Advertising & Mass Communications at the University of South Florida. Janelle Applequist is in the same school as an

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John Wong

moonlighted as on-ice officials thus essentially forming the advertising arm of the sport. Nonetheless, these are minor quibbles for a marvelous journey from the past to the present around the world.

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Jonathan A. Jensen and T. Bettina Cornwell

marketing relationships, in particular those that are cross-border in nature (i.e., Aulakh, Kotabe, & Sahay, 1996 ), requires commitment and trust not typically found in transactional advertising and promotion allocations ( Beck, Chapman, & Palmatier, 2015 ; Morgan & Hunt, 1994 ). These long

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Timothy C. Howle, James A. Dimmock, Nikos Ntoumanis, Nikos L.D. Chatzisarantis, Cassandra Sparks and Ben Jackson

-based relative to health-based advertising messages ( Berry & Howe, 2004 , 2005 ), messages focused on an apparel product or a fitness model ( Sabiston & Chandler, 2009 ), as well as messages that have been tailored (i.e., to suit individual characteristics), framed (i.e., focused on gains or losses), or

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Emily Stadder and Michael L. Naraine

, gambling advertising has been well studied in television broadcasting, in-stadium advertising, and sponsorship (e.g.,  Lopez-Gonzalez, Guerro-Solé, & Griffiths, 2018 ; Milner, Hing, Virartas, & Lamont, 2013 ; Thomas, Lewis, Duong, & McLeod, 2012 ). Whether used by a gambling operator or an SGO, these

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John Valentine

, passed by the BBG in November of 1962 to force CBC, the public broadcaster, to televise the Grey Cup and the advertising, has been viewed as an act of cultural citizenship. 2 However, archival evidence obtained through an Access to Information request challenges that view. The evidence suggests that the

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Christopher Rumpf and Christoph Breuer

). Sponsorship-linked marketing: Opening the black box . The Journal of Advertising, 34 ( 2 ), 21 – 42 . doi:10.1080/00913367.2005.10639194 10.1080/00913367.2005.10639194 Dees , W. , Bennet , G. , & Villegas , J. ( 2008 ). Measuring the effectiveness of sponsorship of an elite intercollegiate football

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Damien Whitburn, Adam Karg and Paul Turner

, higher accessibility, speed, and measurability compared with traditional IMC tools ( Shilbury & Ferkins, 2015 ). IMC can include traditional platforms such as television, magazines, newspapers, radio, direct mail, and outdoor advertising; however, much research has focused on these and examined the short

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Bob Heere, Henry Wear, Adam Jones, Tim Breitbarth, Xiaoyan Xing, Juan Luis Paramio Salcines, Masayuki Yoshida and Inge Derom

the event through advertising might be crucial in allowing the event to affect the destination image. Mega sport events attract so much media attention in the months or even years leading up to the event that little activation of awareness of the event may be required; thus, it is unclear whether the