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The study extends the research on visual imagery in advertising to sports marketing. The results suggest that excessive on-shirt advertising is wasteful for sponsorships and harmful for team image. However, a strategy of moderate advertising increases the brand recall rate and does not harm the team's image. From a managerial perspective, this study highlights the risks of excessive use of sponsor logos and provides a framework for determining the optimal level of on-shirt advertising for professional teams.

The study proposes a conceptual model of the phenomenon of a radical innovation partnership and examines particular partner attributes affecting its performance. Borrowing from the paradox perspective in organizational studies, the model argues that a radical innovation partnership features several paradoxes -the paradox of a partnership structure, the paradox of partnership resources, and the paradox of partnership processes and that particular partner attributes affect the competing demands within each paradox. The paper further argues that contribution of each partner attribute is specific and differentiated. Deficiency in any attribute leads to imbalances across the paradoxes and less than optimal performance.

This study explores the influence of shirt sponsorship advertising on different attitudinal variables reflecting team and brand equity in cross-cultural settings. Three major patterns of on-shirt advertising were identified: the logo-free or 'clean' approach practised in the National Hockey League (NHL); the restrained approaches used in the American Hockey League (AHL) and the Russian Kontinental Hockey League (KHL); and the unrestrained approach typical of the majority of European hockey leagues.A cross-cultural sample of respondents from North America and Europe was used for testing the influence of intensity of on-shirt advertising on three variables: attitude towards the team; team-related purchase intention; and sponsor brand recall rate. The study also addressed the issue of cross-cultural differences between the fans and explored the peculiarities of how tested effects work in North America and Europe.

This article traces the contribution of the Consumers' Association of Canada (CAC) to the advancement of Canadian consumer protection legislation in the decades after World War II. The theory of the consumerism life cycle shows that the CAC as the spearhead of grassroots consumer activism in Canada was able to address effectively consumer concerns at both the administrative and policymaking levels of government. Analysis of the rise and fall of consumerism in post–WWII Canada from the perspective of the consumerism life cycle also might well have implications for the further development of that theory.