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Michelle Gacio Harrolle, University of Florida, US

Paper Ethnic identification, acculturation and sports identification of Latinos in the United States
Tom Gamble, Northern Kentucky University

Paper Brand loyalty of NASCAR fans towards sponsors: the impact of fan identification
Dimitris P. Gargalianos, Democritus University of Thrace, Greece

Paper Promoting Water Polo in Greece: Applying Marketing Theories and Techniques to Sport
Ron Garland, Waikato University

Paper Celebrity or athlete? New Zealand advertising practitioners’ views on their use as endorsers

Paper The use of celebrity athletes as endorsers: views of the New Zealand general public
Ron Garland, Waikato University

Paper Celebrity or athlete? New Zealand advertising practitioners’ views on their use as endorsers

Paper The use of celebrity athletes as endorsers: views of the New Zealand general public
Philip Gendall, Massey University

Paper Sports Sponsorship Evaluation: A Behavioural Analysis

Paper When Do Ex-Sponsors Become Ambush Marketers?
Philip Gendall, Massey University

Paper Sports Sponsorship Evaluation: A Behavioural Analysis

Paper When Do Ex-Sponsors Become Ambush Marketers?
Bill Gerrard, Leeds University Business School

Paper The Dynamics of Sport Sponsorship: The Case of English Professional Football

Paper Media Ownership of ProSports Teams: Who are the Winners and Losers?
Bill Gerrard, Leeds University Business School

Paper The Dynamics of Sport Sponsorship: The Case of English Professional Football

Paper Media Ownership of ProSports Teams: Who are the Winners and Losers?
Chrysostomos Giannoulakis, University of Nevada

Paper Olympic sponsorship: evolution, challenges and impact on the Olympic Movement
Michael D. Giardina, University of Illinois

Paper Celebrating Humanity: Olympic Marketing and the Homogenization of Multiculturalism
Matthew Gill, Eastern Illinois University

Paper Corporations brought to you by NASCAR: rhetorical identification through sponsorship

Richard L. Gilson, Northern Kentucky University

Paper

NASCAR fans’ responses to current and former NASCAR sponsors: the effect of perceived group norms and fan identification

James M. Gladden, University of Massachusetts

Paper

The Brand Management Efforts of a Niche Specialist: New Balance in the Athletic Footwear Industry

Paper

A Framework for Understanding Cause-Related Sport Marketing Programs

Paper

Sponsorship of Intercollegiate Athletics: The Importance of Image Matching

Paper

Understanding Brand Loyalty in Professional Sport: Examining the Link Between Brand Associations and Brand Loyalty

James M. Gladden, University of Massachusetts

Paper

The Brand Management Efforts of a Niche Specialist: New Balance in the Athletic Footwear Industry

Paper

A Framework for Understanding Cause-Related Sport Marketing Programs

Paper

Sponsorship of Intercollegiate Athletics: The Importance of Image Matching

Paper

Understanding Brand Loyalty in Professional Sport: Examining the Link Between Brand Associations and Brand Loyalty

James M. Gladden, University of Massachusetts

Paper

The Brand Management Efforts of a Niche Specialist: New Balance in the Athletic Footwear Industry

Paper

A Framework for Understanding Cause-Related Sport Marketing Programs

Paper

Sponsorship of Intercollegiate Athletics: The Importance of Image Matching

Paper

Understanding Brand Loyalty in Professional Sport: Examining the Link Between Brand Associations and Brand Loyalty

James M. Gladden, University of Massachusetts

Paper

The Brand Management Efforts of a Niche Specialist: New Balance in the Athletic Footwear Industry

Paper

A Framework for Understanding Cause-Related Sport Marketing Programs

Paper

Sponsorship of Intercollegiate Athletics: The Importance of Image Matching

Paper

Understanding Brand Loyalty in Professional Sport: Examining the Link Between Brand Associations and Brand Loyalty

Frank Go, Erasmus University, Netherlands

Paper

Beijing Olympics 2008 impact on China’s image formation in international TV coverage: a media content analysis perspective

Oliver Gotz, Victoria University

Paper Investigating the moderating role of fit on sports sponsorship and brand equity
Timothy R. Graeff, Middle Tennessee State University

Paper Influences on Consumer Responses to Winter Olympics Sponsorship
Andrew Grainger, University of Otago

Paper Sports Marketing and the Challenges of Globalization: A Case Study of Cultural Resistance in New Zealand

Chris Gratton, Sheffield Hallam University

Paper

Assessing the Public Profile of Major Sports Events: A Case Study of the European Short Course Swimming Championships

Christine Green, University of Texas

Paper Marketing the Host City: Analyzing Exposure Generated By a Sport Event
B. Christine Green, Griffith University

Paper The Effects of Polysemic Structures on Olympic Viewing
Greg P. Greenhalgh, Viginia Commonwealth University, Virginia, USA

Paper Professional niche sports sponsorship: an investigation of sponsorship selection criteria
T. Christopher Greenwell, University of Louisville, Mississippi, USA

Paper Professional niche sports sponsorship: an investigation of sponsorship selection criteria

T. Christopher Greenwell, University of Louisville

Paper

An analysis of spectator motives and media consumption behaviour in an individual combat sport: cross-national differences between American and South Korean Mixed Martial Arts fans

Alison Griffiths, Women's Welsh Rugby Union
Reinhard Grohs, University of Otago

Paper Image transfer in sports sponsorships: an assessment of moderating effects
Andrea Gröppel-Klein, University Viadrina
Paolo Guenzi, Bocconi University

Paper The launch of new brands by professional soccer teams: the case of U.S. Lecce – Salento 12
Francisco Guzmán, University of North Texas, USA

Paper CIMA a marketing revolution in Mexican Olympic sports

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