{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,13]],"date-time":"2026-03-13T21:00:24Z","timestamp":1773435624334,"version":"3.50.1"},"reference-count":90,"publisher":"Emerald","issue":"1","license":[{"start":{"date-parts":[[2019,11,11]],"date-time":"2019-11-11T00:00:00Z","timestamp":1573430400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["INTR"],"published-print":{"date-parts":[[2019,11,11]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>The purpose of this paper is to explore the brand relationships between a mega-sports event, the Olympic Games, and its branded main sponsors, using the lens of brand personality.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>The study uses the internet-based website communications of the sponsor and event brands to assess congruence in brand personality identity exhibited in the communications of sponsors and how these relate to the event brand itself. A lexical analysis of the website text identifies and graphically represents the dominant brand personality traits of the brands relative to each other.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>The results show the Olympic Games is communicating excitement as a leading brand personality dimension. Sponsors of the Olympics largely take on its dominant brand dimension, but do not adapt their whole brand personality to that of the Olympics and benefit by adding excitement without losing their individual character. The transference is more pronounced for long-running sponsors.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title>\n<jats:p>Sponsorship of the Olympic Games does give brands the opportunity to capture or borrow the excitement dimension alongside building or reinforcing their own dominant brand personality trait or to begin to subtly alter their brand positioning.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>This study is the first to examine how the sponsor\u2019s brand aligns with the event being sponsored as a basis for developing a strong shared image and associative dimensions complimentary to the positioning of the brand itself.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/intr-07-2018-0324","type":"journal-article","created":{"date-parts":[[2019,11,8]],"date-time":"2019-11-08T05:09:50Z","timestamp":1573189790000},"page":"85-107","source":"Crossref","is-referenced-by-count":13,"title":["The Olympic Games and associative sponsorship"],"prefix":"10.1108","volume":"30","author":[{"given":"Richard","family":"Rutter","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"John","family":"Nadeau","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-0419-8654","authenticated-orcid":false,"given":"Ulf","family":"Aagerup","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Fiona","family":"Lettice","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","reference":[{"key":"key2020042711475423500_ref001","volume-title":"Brand Leadership","year":"2012"},{"issue":"3","key":"key2020042711475423500_ref002","doi-asserted-by":"crossref","first-page":"347","DOI":"10.1177\/002224379703400304","article-title":"Dimensions of brand personality","volume":"34","year":"1997","journal-title":"Journal of Marketing Research"},{"issue":"1","key":"key2020042711475423500_ref003","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1086\/383419","article-title":"When good brands do bad","volume":"31","year":"2004","journal-title":"Journal of Consumer Research"},{"issue":"2","key":"key2020042711475423500_ref004","doi-asserted-by":"crossref","first-page":"224","DOI":"10.1086\/651566","article-title":"Nonprofits are seen as warm and for-profits as competent: firm stereotypes matter","volume":"37","year":"2010","journal-title":"Journal of Consumer Research"},{"key":"key2020042711475423500_ref005","unstructured":"Anonymous (2018), \u201cESP sponsorship report\u201d, available at: www.sponsorship.com\/Report\/2018\/01\/08\/Signs-Point-To-Healthy-Sponsorship-Spending-In-201.aspx (accessed 14 May 2018)."},{"key":"key2020042711475423500_ref006","unstructured":"Anson, R. (2016), \u201cSamsung is the most trusted Olympic sponsor brands among UK consumers, while McDonalds is the least trusted, according to new research\u201d, available at: www.digitalstrategyconsulting.com\/intelligence\/2016\/08\/samsung_most_trustworthy_olympics_sponsor_brand_survey.php (accessed 1 May 2018)."},{"issue":"3","key":"key2020042711475423500_ref007","first-page":"263","article-title":"#ThatsGold: sponsorship activation in the 2016 Rio Summer Olympics","volume":"6","year":"2017","journal-title":"Journal of Brand Strategy"},{"key":"key2020042711475423500_ref008","unstructured":"Armstrong, J. and Wilson, S. (2015), \u201cToyota signs up as global Olympic sponsor in nearly $1B deal\u201d, available at: www.ctvnews.ca\/sports\/toyota-signs-up-as-global-olympic-sponsor-in-nearly-1b-deal-1.2278158 (accessed 14 May 2018)."},{"issue":"2","key":"key2020042711475423500_ref009","doi-asserted-by":"crossref","first-page":"143","DOI":"10.1057\/palgrave.bm.2540162","article-title":"Do brand personality scales really measure brand personality?","volume":"11","year":"2003","journal-title":"Journal of Brand Management"},{"issue":"2","key":"key2020042711475423500_ref010","doi-asserted-by":"crossref","first-page":"199","DOI":"10.1016\/j.jcps.2011.10.005","article-title":"The universality of warmth and competence: a response to brands as intentional agents","volume":"22","year":"2012","journal-title":"Journal of Consumer Psychology"},{"key":"key2020042711475423500_ref011","unstructured":"Biel, A.L. (1993), \u201cConverting image into equity\u201d, in Aaker, D.A. and Biel, A.L. (Eds), Brand Equity & Advertising: Advertising\u2019s Role in Building Strong Brands, Lawrence Erlbaum Associates Inc. Publishers, NJ, pp. 67-82."},{"issue":"4","key":"key2020042711475423500_ref012","doi-asserted-by":"crossref","first-page":"551","DOI":"10.1086\/346250","article-title":"Individual differences in the centrality of visual product aesthetics: concept and measurement","volume":"29","year":"2003","journal-title":"Journal of Consumer Research"},{"issue":"3","key":"key2020042711475423500_ref013","doi-asserted-by":"crossref","first-page":"303","DOI":"10.2224\/sbp.2007.35.3.303","article-title":"Dimensions of brand personality attributions: a person-centric approach in the German cultural context","volume":"35","year":"2007","journal-title":"Social Behavior and Personality: An International Journal"},{"issue":"3","key":"key2020042711475423500_ref014","doi-asserted-by":"crossref","first-page":"52","DOI":"10.1509\/jmkg.73.3.052","article-title":"Brand experience: what is it? How is itmeasured? Does it affect loyalty?","volume":"73","year":"2009","journal-title":"Journal of Marketing"},{"issue":"1","key":"key2020042711475423500_ref015","first-page":"8","article-title":"Brand personality in sport: dimension analysis and general scale development","volume":"19","year":"2010","journal-title":"Sport Marketing Quarterly"},{"key":"key2020042711475423500_ref016","volume-title":"Sponsoring: systematische Planung und Integrativer Einsatz","year":"2017"},{"key":"key2020042711475423500_ref017","unstructured":"Carp, S. (2018), \u201cThe IOC\u2019s TOP sponsors: who are they, and what are they up to in PyeongChang?\u201d, available at: www.sportspromedia.com\/insight\/iocs-top-sponsors-in-pyeongchang (accessed 1 May 2018)."},{"key":"key2020042711475423500_ref018","unstructured":"Carrillat, F. and Harris, E. (2002), \u201cInter-sponsor transfer process: rethinking sponsorships as source of competitive advantage\u201d, paper presented at Annual Meeting of the Society for Marketing Advances, Tallahassee, FL, 15-17 April."},{"issue":"2","key":"key2020042711475423500_ref019","doi-asserted-by":"crossref","first-page":"109","DOI":"10.2753\/JOA0091-3367390208","article-title":"Fortuitous brand image transfer","volume":"39","year":"2010","journal-title":"Journal of Advertising"},{"issue":"2","key":"key2020042711475423500_ref020","doi-asserted-by":"crossref","first-page":"142","DOI":"10.1016\/j.jbusres.2010.02.010","article-title":"Sponsorship portfolio as a brand-image creation strategy","volume":"64","year":"2011","journal-title":"Journal of Business Research"},{"issue":"2","key":"key2020042711475423500_ref021","doi-asserted-by":"crossref","first-page":"21","DOI":"10.1080\/00913367.2005.10639194","article-title":"Sponsorship-linked marketing: opening the black box","volume":"34","year":"2005","journal-title":"Journal of Advertising"},{"issue":"3","key":"key2020042711475423500_ref022","doi-asserted-by":"crossref","first-page":"267","DOI":"10.1080\/0261436042000183695","article-title":"Conceptualization and alternate operationalizations of the measurement of sponsorship effectiveness in sport","volume":"23","year":"2004","journal-title":"Leisure Studies"},{"issue":"5","key":"key2020042711475423500_ref023","first-page":"788","article-title":"Asymmetries in the sequential learning of brand associations: implications for the early entrant advantage","volume":"35","year":"2008","journal-title":"Journal of Consumer Research"},{"key":"key2020042711475423500_ref024","volume-title":"Sports Marketing: Creating Long Term Value","year":"2013"},{"issue":"3","key":"key2020042711475423500_ref025","doi-asserted-by":"crossref","first-page":"21","DOI":"10.1108\/IJSMS-05-03-2003-B003","article-title":"Sports sponsorship and brand personality-the Ryder Cup Team and IBM","volume":"5","year":"2003","journal-title":"International Journal of Sports Marketing and Sponsorship"},{"issue":"1","key":"key2020042711475423500_ref026","first-page":"1","article-title":"Using brand personality to measure the effectiveness of image transfer in formula one racing","volume":"18","year":"2007","journal-title":"Marketing Bulletin"},{"key":"key2020042711475423500_ref027","volume-title":"Olympic Marketing","year":"2012"},{"issue":"2","key":"key2020042711475423500_ref028","doi-asserted-by":"crossref","first-page":"164","DOI":"10.1108\/02651331021037494","article-title":"The effects of the country of brand and the country of manufacturing of automobiles: an experimental study of consumers\u2019 brand personality perceptions","volume":"27","year":"2010","journal-title":"International Marketing Review"},{"issue":"2","key":"key2020042711475423500_ref029","doi-asserted-by":"crossref","first-page":"77","DOI":"10.1016\/j.tics.2006.11.005","article-title":"Universal dimensions of social cognition: warmth and competence","volume":"11","year":"2007","journal-title":"Trends in Cognitive Sciences"},{"issue":"2","key":"key2020042711475423500_ref030","doi-asserted-by":"crossref","first-page":"205","DOI":"10.1016\/j.jcps.2011.12.002","article-title":"Brands as intentional agents: our response to commentaries","volume":"22","year":"2012","journal-title":"Journal of Consumer Psychology"},{"issue":"3","key":"key2020042711475423500_ref031","doi-asserted-by":"crossref","first-page":"473","DOI":"10.1111\/0022-4537.00128","article-title":"(Dis)respecting versus (Dis)liking: status and interdependence predict ambivalent stereotypes of competence and Warmth","volume":"55","year":"1999","journal-title":"Journal of Social Issues"},{"issue":"3","key":"key2020042711475423500_ref032","doi-asserted-by":"crossref","first-page":"199","DOI":"10.1080\/14775080802310231","article-title":"Mega event=mega impact? Travelling fans\u2019 experience and perceptions of the 2006 FIFA World Cup host nation","volume":"13","year":"2008","journal-title":"Journal of Sport & Tourism"},{"key":"key2020042711475423500_ref034","volume-title":"A Consumer-Brand Relationship Framework for Strategic Brand Management","year":"1994"},{"issue":"4","key":"key2020042711475423500_ref035","doi-asserted-by":"crossref","first-page":"343","DOI":"10.1086\/209515","article-title":"Consumers and their brands: developing relationship theory in consumer research","volume":"24","year":"1998","journal-title":"Journal of Consumer Research"},{"issue":"2","key":"key2020042711475423500_ref033","doi-asserted-by":"crossref","first-page":"177","DOI":"10.1016\/j.jcps.2011.10.003","article-title":"Brands as relationship partners: warmth, competence, and in-between","volume":"22","year":"2012","journal-title":"Journal of Consumer Psychology"},{"issue":"2","key":"key2020042711475423500_ref036","doi-asserted-by":"crossref","first-page":"97","DOI":"10.1016\/j.ijresmar.2008.12.002","article-title":"A new measure of brand personality","volume":"26","year":"2009","journal-title":"International Journal of Research in Marketing"},{"key":"key2020042711475423500_ref037","volume-title":"Correspondence Analysis in Practice","year":"2010"},{"issue":"1","key":"key2020042711475423500_ref038","doi-asserted-by":"crossref","first-page":"75","DOI":"10.1177\/0256090920140105","article-title":"Sponsor, Ambusher, and other: consumer response to three strategies","volume":"39","year":"2014","journal-title":"Vikalpa: The Journal for Decision Makers"},{"issue":"2","key":"key2020042711475423500_ref039","doi-asserted-by":"crossref","first-page":"164","DOI":"10.1108\/13612020810874863","article-title":"The effects of facial image and cosmetic usage on perceptions of brand personality","volume":"12","year":"2008","journal-title":"Journal of Fashion Marketing and Management: An International Journal"},{"key":"key2020042711475423500_ref040","volume-title":"The Olympics: A History of the Modern Games","year":"2002"},{"issue":"3","key":"key2020042711475423500_ref041","doi-asserted-by":"crossref","first-page":"145","DOI":"10.1108\/02651339710170221","article-title":"A model of image creation and image transfer in event sponsorship","volume":"14","year":"1997","journal-title":"International Marketing Review"},{"issue":"4","key":"key2020042711475423500_ref042","doi-asserted-by":"crossref","first-page":"47","DOI":"10.1080\/00913367.1999.10673595","article-title":"Building brand image through event sponsorship: the role of image transfer","volume":"28","year":"1999","journal-title":"Journal of Advertising"},{"key":"key2020042711475423500_ref043","unstructured":"Harlan, C. (2018), \u201cIOC upholds Russian doping ban, keeping athletes from marching with flag\u201d, available at: www.washingtonpost.com\/sports\/olympics\/ioc-faces-resistance-at-it-considers-lifting-russian-doping-ban\/2018\/02\/24\/a127c486-1952-11e8-92c9-376b4fe57ff7_story.html?noredirect=on&utm_term=.13be8e66c312 (accessed 17 June 2018)."},{"key":"key2020042711475423500_ref044","unstructured":"Hobbs, T. (2016), \u201cOlympics 2016: Nissan and Samsung the biggest winners as majority of sponsors fail to ignite\u201d, available at: www.marketingweek.com\/2016\/08\/22\/olympics-2016-nissan-and-samsung-the-biggest-winners-as-majority-of-sponsors-fail-to-ignite\/ (accessed 1 May 2018)."},{"issue":"3","key":"key2020042711475423500_ref045","doi-asserted-by":"crossref","first-page":"213","DOI":"10.1177\/002224378602300302","article-title":"Correspondence analysis: graphical representation of categorical data in marketing research","volume":"23","year":"1986","journal-title":"Journal of Marketing Research"},{"issue":"4","key":"key2020042711475423500_ref046","doi-asserted-by":"crossref","first-page":"401","DOI":"10.1123\/jsm.2016-0232","article-title":"Why do marketing relationships end? Findings from an Integrated Model of Sport Sponsorship Decision-Making","volume":"31","year":"2017","journal-title":"Journal of Sport Management"},{"issue":"4","key":"key2020042711475423500_ref047","doi-asserted-by":"crossref","first-page":"458","DOI":"10.1509\/jmkr.2005.42.4.458","article-title":"Two roads to updating brand personality impressions: trait versus evaluative inferencing","volume":"42","year":"2005","journal-title":"Journal of Marketing Research"},{"issue":"3","key":"key2020042711475423500_ref048","doi-asserted-by":"crossref","first-page":"23","DOI":"10.1080\/00913367.1991.10673345","article-title":"Value-expressive versus utilitarian advertising appeals: when and why to use which appeal","volume":"20","year":"1991","journal-title":"Journal of Advertising"},{"key":"key2020042711475423500_ref049","volume-title":"Strategic Brand Management \u2013 Building, Measuring, and Managing Brand Equity","year":"2003"},{"key":"key2020042711475423500_ref050","unstructured":"Kelner, M. (2017), \u201cRio Games vote-winner questioned by police over \u2018rigged bidding process\u2019\u201d,available at: www.theguardian.com\/sport\/2017\/sep\/05\/head-rio-2016-organising-committee-questioned-vote-buying-investigation (accessed 17 June 2018)."},{"issue":"2","key":"key2020042711475423500_ref051","doi-asserted-by":"crossref","first-page":"166","DOI":"10.1016\/j.jcps.2011.09.006","article-title":"Brands as intentional agents framework: how perceived intentions and ability can map brand perception","volume":"22","year":"2012","journal-title":"Journal of Consumer Psychology"},{"issue":"3","key":"key2020042711475423500_ref052","doi-asserted-by":"crossref","first-page":"67","DOI":"10.2753\/JOA0091-3367380305","article-title":"Comparison of the paths from consumer involvement types to ad responses between corporate advertising and product advertising","volume":"38","year":"2009","journal-title":"Journal of Advertising"},{"key":"key2020042711475423500_ref053","volume-title":"Content Analysis \u2013 An Introduction to its Methodology","year":"2004"},{"issue":"2","key":"key2020042711475423500_ref054","first-page":"11","article-title":"Linkages between brand personality and brand loyalty: a qualitative study in an emerging market in the Indian context","volume":"13","year":"2006","journal-title":"South Asian Journal of Management"},{"issue":"1","key":"key2020042711475423500_ref055","doi-asserted-by":"crossref","first-page":"41","DOI":"10.1123\/jsm.23.1.41","article-title":"The matching effect of brand and sporting event personality: sponsorship implications","volume":"23","year":"2009","journal-title":"Journal of Sport Management"},{"issue":"6","key":"key2020042711475423500_ref056","doi-asserted-by":"crossref","first-page":"350","DOI":"10.1108\/10610420010356966","article-title":"The measurement and dimensionality of brand associations","volume":"9","year":"2000","journal-title":"Journal of Product & Brand Management"},{"issue":"2","key":"key2020042711475423500_ref057","doi-asserted-by":"crossref","first-page":"195","DOI":"10.1016\/j.jcps.2011.10.004","article-title":"Brands as intentional agents: questions and extensions","volume":"22","year":"2012","journal-title":"Journal of Consumer Psychology"},{"key":"key2020042711475423500_ref058","unstructured":"Mahlke, S. (2007), \u201cUser experience: usability, aesthetics and emotions in human-technology interaction\u201d, paper presented at Towards a UX Manifesto, Lancaster, 3 September."},{"issue":"1","key":"key2020042711475423500_ref059","doi-asserted-by":"crossref","first-page":"25","DOI":"10.1362\/147539213X13645550618489","article-title":"An associative learning account of branding effects of sponsorship","volume":"12","year":"2013","journal-title":"Journal of Customer Behaviour"},{"key":"key2020042711475423500_ref060","doi-asserted-by":"crossref","unstructured":"Markus, M.T. and Visser, R.A. (1992), \u201cApplying the bootstrap to generate confidence regions in multiple correspondence analysis\u201d, in J\u00f6ckel, K.-H., Rothe, G. and Sendler, W. (Eds), Bootstrapping and Related Techniques, Springer, Berlin, pp. 71-75.","DOI":"10.1007\/978-3-642-48850-4_9"},{"key":"key2020042711475423500_ref061","volume-title":"Ogilvy on Advertising","year":"1985"},{"issue":"3","key":"key2020042711475423500_ref062","doi-asserted-by":"crossref","first-page":"279","DOI":"10.1108\/02651330610670451","article-title":"Excitement or sophistication? A preliminary exploration of online brand personality","volume":"23","year":"2006","journal-title":"International Marketing Review"},{"key":"key2020042711475423500_ref064","unstructured":"Opoku, R. (2005), \u201cCommunication of brand personality by some top business schools online\u201d, available at: www.diva-portal.org\/smash\/get\/diva2:990777\/FULLTEXT01.pdf (accessed 7 August 2018)."},{"issue":"2","key":"key2020042711475423500_ref063","doi-asserted-by":"crossref","first-page":"118","DOI":"10.1057\/palgrave.pb.5990050","article-title":"Online brand personalities: an exploratory analysis of selected African countries","volume":"2","year":"2006","journal-title":"Place Branding"},{"issue":"4","key":"key2020042711475423500_ref065","doi-asserted-by":"crossref","first-page":"424","DOI":"10.1016\/j.smr.2013.01.001","article-title":"Leveraging sponsorship: the activation ratio","volume":"16","year":"2013","journal-title":"Sport Management Review"},{"issue":"1","key":"key2020042711475423500_ref066","first-page":"1","article-title":"Fit for life: a content analysis of fitness tracker brands use of Facebook in social media marketing","volume":"24","year":"2016","journal-title":"Journal of Brand Management"},{"issue":"6","key":"key2020042711475423500_ref067","first-page":"27","article-title":"How personality makes a difference","volume":"24","year":"1984","journal-title":"Journal of Advertising Research"},{"issue":"4","key":"key2020042711475423500_ref068","doi-asserted-by":"crossref","first-page":"386","DOI":"10.1108\/13612021211265791","article-title":"Effects of brand love, personality and image on word of mouth: the case of fashion brands among young consumers","volume":"16","year":"2012","journal-title":"Journal of Fashion Marketing and Management: An International Journal"},{"key":"key2020042711475423500_ref069","unstructured":"Rushgrove, B. (2012), \u201cOscar Pistorius shouldn\u2019t have run in the Olympics \u2013 blades are an advantage\u201d, available at: www.theguardian.com\/sport\/2012\/sep\/04\/pistorius-blades-advantage-in-olympics (accessed 17 June 2018)."},{"issue":"3","key":"key2020042711475423500_ref070","first-page":"19","article-title":"\u2018Brought to you by brand A and brand B\u2019 investigating multiple sponsors\u2019 influence on consumers","volume":"32","year":"2003","journal-title":"Attitudes Toward Sponsored Events"},{"issue":"3","key":"key2020042711475423500_ref072","doi-asserted-by":"crossref","first-page":"193","DOI":"10.1080\/15377857.2015.1022631","article-title":"Political brands: can parties be distinguished by their online brand personality?","volume":"17","year":"2018","journal-title":"Journal of Political Marketing"},{"issue":"1","key":"key2020042711475423500_ref073","doi-asserted-by":"crossref","first-page":"19","DOI":"10.1080\/08841241.2016.1213346","article-title":"Brand personality in higher education: anthropomorphized university marketing communications","volume":"27","year":"2017","journal-title":"Journal of Marketing for Higher Education"},{"issue":"2","key":"key2020042711475423500_ref071","doi-asserted-by":"crossref","first-page":"255","DOI":"10.1111\/emre.12155","article-title":"Branding instead of product innovation: a study on the brand personalities of the UK\u2019s electricity market","volume":"15","year":"2018","journal-title":"European Management Review"},{"issue":"3","key":"key2020042711475423500_ref074","doi-asserted-by":"crossref","first-page":"197","DOI":"10.1057\/s41254-017-0072-8","article-title":"Place branding of seaports in the Middle East","volume":"14","year":"2018","journal-title":"Place Branding and Public Diplomacy"},{"key":"key2020042711475423500_ref075","unstructured":"Schnittka, O., Voelckner, F. and Sattler, H. (2009), \u201cWho benefits whom? An empirical analysis of brand image transfer in multiple sponsorships\u201d, in Diamantopoulos, A., Fritz, W. and Hildebrandt, L. (Eds), Quantitative Marketing and Marketing Management, Gabler Verlag, Wiesbaden, pp. 517-530."},{"issue":"1","key":"key2020042711475423500_ref076","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1086\/209236","article-title":"A program of classical conditioning experiments testing variations in the conditioned stimulus and context","volume":"18","year":"1991","journal-title":"Journal of Consumer Research"},{"issue":"4","key":"key2020042711475423500_ref077","doi-asserted-by":"crossref","first-page":"154","DOI":"10.1509\/jmkg.70.4.154","article-title":"Achieving marketing objectives through social sponsorships","volume":"70","year":"2006","journal-title":"Journal of Marketing"},{"issue":"3","key":"key2020042711475423500_ref078","doi-asserted-by":"crossref","first-page":"287","DOI":"10.1086\/208924","article-title":"Self conceptin consumer behavior: a critical review","volume":"9","year":"1982","journal-title":"Journal of Consumer Research"},{"issue":"3-4","key":"key2020042711475423500_ref079","doi-asserted-by":"crossref","first-page":"457","DOI":"10.1362\/026725704323080498","article-title":"Brand image transfer through sponsorship: a consumer learning perspective","volume":"20","year":"2004","journal-title":"Journal of Marketing Management"},{"issue":"3","key":"key2020042711475423500_ref080","doi-asserted-by":"crossref","first-page":"266","DOI":"10.1108\/10662240810883317","article-title":"Predicting online channel use for an online and print magazine: a case study","volume":"18","year":"2008","journal-title":"Internet Research"},{"issue":"2","key":"key2020042711475423500_ref081","doi-asserted-by":"crossref","first-page":"216","DOI":"10.1177\/0092070305284991","article-title":"What does brand mean? Historical-analysis method and construct definition","volume":"34","year":"2006","journal-title":"Journal of the Academy of Marketing Science"},{"issue":"1","key":"key2020042711475423500_ref082","doi-asserted-by":"crossref","first-page":"121","DOI":"10.1002\/mar.20767","article-title":"Dimensions of luxury brand personality: scale development and validation","volume":"32","year":"2015","journal-title":"Psychology & Marketing"},{"key":"key2020042711475423500_ref083","unstructured":"Takeda, T. (2018), \u201cOlympic marketing fact file\u201d, available at: https:\/\/stillmed.olympic.org\/media\/Document%20Library\/OlympicOrg\/Documents\/IOC-Marketing-and-Broadcasting-General-Files\/Olympic-Marketing-Fact-File-2018.pdf#_ga=2.138294832.1414628733.1526321123-2010048820.1520169650 (accessed 14 May 2018)."},{"issue":"1","key":"key2020042711475423500_ref084","doi-asserted-by":"crossref","first-page":"24","DOI":"10.1016\/j.jbusres.2009.09.015","article-title":"The impact of brand personality and sales promotions on brand equity","volume":"64","year":"2011","journal-title":"Journal of Business Research"},{"key":"key2020042711475423500_ref085","unstructured":"Van Osselaer, S. (2012), \u201cAssociative learning and consumer decisions\u201d, in Haugtvedt, C., Herr, P. and Kardes, F. (Eds), Handbook of Consumer Psychology, Psychology Press, London, pp. 694-724."},{"issue":"2","key":"key2020042711475423500_ref086","first-page":"21","article-title":"A study on brand personality dimensions and brand loyalty towards Raymond brand","volume":"7","year":"2011","journal-title":"Journal of Marketing & Communication"},{"issue":"1","key":"key2020042711475423500_ref087","doi-asserted-by":"crossref","first-page":"194","DOI":"10.1016\/S0160-7383(02)00050-6","article-title":"Social impacts of the Sydney Olympics","volume":"30","year":"2003","journal-title":"Annals of Tourism Research"},{"issue":"1","key":"key2020042711475423500_ref088","doi-asserted-by":"crossref","first-page":"22","DOI":"10.1365\/s11621-013-0186-1","article-title":"Image transfer in a sponsorship alliance","volume":"30","year":"2013","journal-title":"Marketing Review St Gallen"},{"key":"key2020042711475423500_ref089","unstructured":"Withnall, A. (2015), \u201cFIFA key sponsors Visa, Adidas and Coca-Cola pile on pressure in wake of corruption scandal\u201d, available at: www.independent.co.uk\/news\/world\/europe\/fifa-key-sponsors-visa-adidas-and-coca-cola-pile-on-pressure-in-wake-of-corruption-scandal-10280496.html (accessed 17 June 2018)."},{"issue":"1","key":"key2020042711475423500_ref090","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1016\/S0148-2963(99)00098-3","article-title":"Developing and validating a multidimensional consumer-based brand equity scale","volume":"52","year":"2001","journal-title":"Journal of Business Research"}],"container-title":["Internet Research"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/INTR-07-2018-0324\/full\/xml","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/INTR-07-2018-0324\/full\/html","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,7,24]],"date-time":"2025-07-24T21:36:20Z","timestamp":1753392980000},"score":1,"resource":{"primary":{"URL":"http:\/\/www.emerald.com\/intr\/article\/30\/1\/85-107\/391146"}},"subtitle":["Brand personality identity creation, communication and congruence"],"short-title":[],"issued":{"date-parts":[[2019,11,11]]},"references-count":90,"journal-issue":{"issue":"1","published-print":{"date-parts":[[2019,11,11]]}},"alternative-id":["10.1108\/INTR-07-2018-0324"],"URL":"https:\/\/doi.org\/10.1108\/intr-07-2018-0324","relation":{},"ISSN":["1066-2243"],"issn-type":[{"value":"1066-2243","type":"print"}],"subject":[],"published":{"date-parts":[[2019,11,11]]}}}