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Jonathan A. Jensen and T. Bettina Cornwell

.), Frontiers in econometrics (pp.  105 – 142 ). New York, NY : Academic Press . McKelvey , S.M. ( 2006 ). Coca-Cola vs. PepsiCo—A “super” battleground for the cola wars? Sport Marketing Quarterly, 15 ( 2 ), 114 – 123 . Meenaghan , J.A. ( 1983 ). Commercial sponsorship . European Journal of

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Nicolas Chanavat, Guillaume Martinent and Alain Ferrand

Notwithstanding the substantial development of sponsorship investigations, relationships between the sponsor and cosponsees and fan’s responses (i.e., cognitive, affective and conative) have not been investigated yet in a multiple sponsorship sport event context. Hence, the purpose of this study was to analyze the impact of commercial sponsorships on the intention to purchase sponsor products in relation to brand image and brand attachment. Furthermore, this researcher analyzed the relationships between a sponsor (adidas), an event (2006 FIFA Soccer World Cup Germany), a team (French National Soccer Team) and a top player (Zinédine Zidane). Structural equation modeling was used to conduct this research. The crucial results revealed that a multiple sponsorship arrangement creates interactions between the sponsor and the sponsees brands cognitive and affective stages. Secondly, the model demonstrated that multiple sponsorship activates brand behavioral dimensions (i.e., cognitive, affective and conative) according to the hierarchy of effects model (Lavidge & Steiner, 1961).

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Sarah Kelly and Michael Ireland

alcohol and sport ( Crompton, 1993 ). While the banning of tobacco sponsorship and advertising did not result in long-term detriment to the commercialization of sports, the current sporting landscape can be contrasted, with its significantly greater reliance on commercial sponsorship for sustainability

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Liam J.A. Lenten, Aaron C.T. Smith and Ralph-Christopher Bayer

commercial sponsorships and other contracts, its policy does not wield direct pecuniary consequences. This article explores the potential to augment WADA’s existing antidoping policy spectrum with “conditional superannuation,” originally conceived in a rudimentary form by Lazear ( 1979 ) and discussed by

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Bastian Popp, Chris Horbel and Claas Christian Germelmann

, 2006 ) and may even lead to the emergence of a “doppelgänger brand image,” that is, a competing set of brand meanings ( Thompson, Rindfleisch, & Arsel, 2006 ). Such negative associations with a brand may lead to both consumer confusion and brand avoidance ( Popp et al., 2016 ). Commercial sponsorship

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Kathy Babiak, Lucie Thibault and Annick Willem

( 2014 ) 16 Professional sport/commercial/sponsorships Cobbs ( 2011 ); O’Reilly et al. ( 2011 ) Copeland et al. ( 1996 ); Shaw ( 2007 ); Wolfe et al. ( 2002 ) Dickson et al. ( 2010 ); Hamil and Morrow ( 2011 ) Burden and Li ( 2009 ) Cousens et al. ( 2006 ); O’Brien and Slack ( 2003 ); Olkkonen ( 2001