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The increasing emphasis on understanding the antecedents and consequences of customer-to-customer (C2C) interactions is one of the essential developments of customer management in recent years. This interest is driven much by new online environments that enable customers to be connected in numerous new ways and also supply researchers' access to rich C2C data. These developments present an opportunity and a challenge for firms and researchers who need to identify the aspects of C2C research on which to focus, as well as develop research methods that take advantage of these new data. The aim here is to take a broad view of C2C interactions and their effects and to highlight areas of significant research interest in this domain. The authors look at four main areas: the different dimensions of C2C interactions; social system issues related to individuals and to online communities; C2C context issues including product, channel, relational and market characteristics; and the identification, modeling, and assessment of business outcomes of C2C interactions.

This paper tests a structural model of how managers view the impacts of different levels of sponsorship on brand equity. The results not only explore direct effects but also investigate the moderating role of perceived fit between sponsor and sponsee.Managers involved in sponsoring football clubs in the Netherlands were the focus for this study. This offers a new perspective for looking at these relationships, as most work to date has concentrated on the consumer perspective. Football sponsorship was chosen as this is the most popular sport and there are many different sponsorship types and arrangements.We constructed a second order formative index called the sport sponsorship index (SSI) which comprised the following components: exposure,

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