| Clark et al. 2009 [48] | Title sport sponsorship appears to trade largely at market-clearing prices. | The event-time methodology (114 sport events) | Economic | Platform: sport enables value creation in terms of share prices | Firm | 1 |
| Close and Lacey 2013 [100] | The event-sponsor fit is crucial for value creation - consumers’ positive perceptions of the sponsor rise when they perceive a greater fit with the event; yet, congruity does not influence consumers’ attitudes towards the event. | Survey (1615 cycling race spectators) | Emotional Functional Symbolic | Platform: the event facilitates the value creation process for fans as well as sponsors. | Sponsorship | 2, 6 |
| Cortsen 2013 [19] | The “hybrid” nature of the sports brand draws highly on “emotional capital” and “social currency”. Personal sports branding acts as a “hybrid”, which facilitates “hybrid” branding relationships between personal sports brands and sports brands at the product and corporate levels. | Interviews (with a sports celebrity and her manager) | Emotional Functional Economic | Transfer: emotions attached to a sporting celebrity transfer to the sponsor’s brand. | Sports product Brand Firm | 1 |
| Crader and Santomier 2011 [12] | Sport sponsorship can be successfully used to facilitate the development and implementation of a new organisational structure. | A case-study analysis | Functional | Platform: sport offers a benchmark for developing organisations internally. | Firm | 1 |
| DeSarbo and Madrigal 2011 [52] | The study explores the multidimensional aspects and heterogeneity of fan avidity. | Survey (307 student sport fans) | Symbolic Emotional Functional | Transform: from emotional and symbolic value to functional value. | Customer | 1 |
| Dix et al. 2010 [52] | Young adult consumers’ emotional attachment to sports celebrities can be used by firms in order to influence customers’ buying intentions and strengthen their brand loyalty. | Survey (207 university students) | Emotional Symbolic Economic | Transform: from emotional and symbolic to economic value. | Brand | 1 |
| Donlan 2014 [49] | Sport sponsorship provides an appropriate vehicle through which to build consumer-based brand equity. | Survey (553 sports event attendees) | Economic | Platform: sport enables value creation for sponsoring brands. | Brand | 1 |
| Filizöz and Fisne 2011 [73] | CSR can affect attitudes and the consumer behaviour of stakeholders | Documentary research method | Functional Symbolic | Transform: from symbolic to functional value. | Sports product | 3 |
| Farrelly 2010 [67] | The study reveals the gaps in sponsorship relationships that are changing perceptions of value, opportunity, and responsibility. It is concluded that sponsor partners should have explicit roles in the value-creation process. Also a higher level of commitment and effort is demanded in developing marketing capabilities in sponsorship relationships. | Interviews (24 sports & business managers) | Functional Economic | Transform: from functional (successful sponsorship relationship) to economic value. Platform: sport enables value creation for joint partners. | Business relationships | 2 |
| Gwinner and Bennett 2008 [60] | The fit between the sponsor and the sponsored sports event has a positive influence on consumers’ purchase intensions. | Survey (552 sports event attendees) | Emotional Functional Economic | Transform: from emotional value to functional and economic value. | Brand | 2, 6 |