Marc Mazodier

Hong Kong Baptist University (HKBU)

Kowloon

Hong Kong

SCHOLARLY PAPERS

8

DOWNLOADS

648

CITATIONS
Rank 44,526

SSRN RANKINGS

Top 44,526

in Total Papers Citations

10

Scholarly Papers (8)

1.

Achieving Brand Loyalty Through Sponsorship: The Role of Fit and Self-Congruity

J. of the Acad. Mark. Sci. (2012) 40:807–820 DOI 10.1007/s11747-011-0285-y
Number of pages: 37 Posted: 17 Oct 2013
Marc Mazodier and Dwight Merunka
Hong Kong Baptist University (HKBU) and Euromed Marseille Ecole de Management
Downloads 272 (111,209)

Abstract:

Loading...

Sponsorship, Brand loyalty, Brand affect, Brand trust, Self-congruity, Fit

2.

Ambush Marketing: Innovative or Immoral?

Mazodier M. (2012), “Ambush Marketing: Innovative or immoral?”, in Events Management: an International Approach, Nicole Ferdinand and Paul Kitchin, eds., SAGE Publications Ltd.
Number of pages: 19 Posted: 18 Oct 2013
Marc Mazodier
Hong Kong Baptist University (HKBU)
Downloads 122 (228,765)

Abstract:

Loading...

Ambush marketing

3.

The Role of Sponsorship Fit on Brand Affect Change: A Latent Growth Modeling (LGM) Approach

International Journal of Research in Marketing, 2014, 31(1), Forthcoming
Number of pages: 50 Posted: 25 Aug 2013 Last Revised: 17 Oct 2013
Marc Mazodier and Pascale G. Quester
Hong Kong Baptist University (HKBU) and University of Adelaide Business School
Downloads 75 (314,886)

Abstract:

Loading...

sponsorship, congruence, latent growth modeling, event involvement, attitudes toward sponsorship

4.

Are Sponsorship Announcements Good News for the Shareholders? Evidence from International Stock Exchanges

J. of the Acad. Mark. Sci. (2013) 41:586–600 DOI 10.1007/s11747-013-0325-x
Number of pages: 39 Posted: 17 Oct 2013 Last Revised: 04 Feb 2014
Marc Mazodier and Amir Rezaee
Hong Kong Baptist University (HKBU) and ISG BUSINESS SCHOOL
Downloads 74 (317,310)
Citation 1

Abstract:

Loading...

Event study, Sponsorship, International marketing, Finance

5.

Unmasking the Ambushers: Conceptual Framework and Empirical Evidence

European Journal of Marketing Vol. 46 No. 1/2, 2012 pp. 192-214
Number of pages: 52 Posted: 18 Oct 2013
Hong Kong Baptist University (HKBU), University of Adelaide Business School and Universities of Marseille - Université Paul Cézanne - Aix-Marseille III
Downloads 57 (363,504)

Abstract:

Loading...

ambush marketing, sponsorship, ambush marketing disclosure, corrective advertising

6.

Beyond Brand Attitude: Individual Drivers of Purchase for Symbolic Cobranded Products

Journal of Business Research, Vol. 67, No. 7, 2014
Number of pages: 28 Posted: 06 Mar 2015
Marc Mazodier and Dwight Merunka
Hong Kong Baptist University (HKBU) and Euromed Marseille Ecole de Management
Downloads 32 (455,141)

Abstract:

Loading...

cobranding, self-congruity, brand attitude, need for uniqueness

7.

Determinants of Community-Based Sponsorship Impact on Self-Congruity

Psychology & Marketing, 30, 11, 996-1007
Number of pages: 38 Posted: 27 Aug 2014 Last Revised: 16 Oct 2014
University of Adelaide Business School, Hong Kong Baptist University (HKBU), University of Adelaide - Business School and University of Adelaide
Downloads 16 (541,897)

Abstract:

Loading...

8.

The Roles of Ethnocentrism, Animosity, and Cosmopolitanism in Sponsorship Effects: A Latent Growth Modeling Approach

R. Lee and M. Mazodier, “The Roles of Ethnocentrism, Animosity, and Cosmopolitanism in Sponsorship Effects: A Latent Growth Modeling Approach,” European Journal of Marketing, 49, 5/6, 919-942, 2015
Posted: 05 Jan 2016
Marc Mazodier and Richard Lee
Hong Kong Baptist University (HKBU) and University of South Australia

Abstract:

Loading...

sponsorship, ethnocentrism, animosity, cosmopolitanism, latent growth modeling