| Rival conceptions of rivalry: Why some competitions mean more than others BD Tyler, JB Cobbs European Sport Management Quarterly 15 (2), 227-248, 2015 | 178 | 2015 |
| Analyzing Return-on-Investment in Sponsorship: Modeling Brand Exposure, Price and ROI in Formula One Racing JA Jensen, J Cobbs Journal of Advertising Research 54 (4), 435-447, 2014 | 139* | 2014 |
| Evaluating sponsorship through the lens of the resource-based view: The potential for sustained competitive advantage JA Jensen, JB Cobbs, BA Turner Business Horizons 59 (2), 163-173, 2016 | 138 | 2016 |
| Managing a sponsored brand: The importance of sponsorship portfolio congruence MD Groza, J Cobbs, T Schaefers International Journal of Advertising 31 (1), 63-84, 2012 | 115 | 2012 |
| All rivals are not equal: Clarifying misrepresentations and discerning three core properties of rivalry BD Tyler, J Cobbs Journal of Sport Management 31 (1), 1-14, 2017 | 102 | 2017 |
| The dynamics of relationship marketing in international sponsorship networks J Cobbs Journal of Business & Industrial Marketing 26 (8), 590-601, 2011 | 89 | 2011 |
| Warning Flags on the Race Track: The Global Markets' Verdict on F1 Sponsorship J Cobbs, M Groza, S Pruitt Journal of Advertising Research 52 (1), 74-86, 2012 | 82 | 2012 |
| Comparing rivalry effects across professional sports: National Football League fans exhibit most animosity J Cobbs, BD Sparks, BD Tyler Sport Marketing Quarterly 26 (4), 235-246, 2017 | 65 | 2017 |
| Forecasting sponsorship costs: marketing intelligence in the athletic apparel industry JA Jensen, L Wakefield, JB Cobbs, BA Turner Marketing Intelligence & Planning 34 (2), 281-298, 2016 | 62 | 2016 |
| The effects of second screen use on sponsor brand awareness: A dual coding theory perspective JA Jensen, P Walsh, J Cobbs, BA Turner Journal of Consumer Marketing 32 (2), 71-84, 2015 | 58 | 2015 |
| Prioritizing sponsorship resources in Formula One Racing: A longitudinal analysis J Cobbs, BD Tyler, JA Jensen, K Chan Journal of Sport Management 31 (1), 96-110, 2017 | 56 | 2017 |
| Featuring the hometown team in cause-related sports marketing: A cautionary tale for league-wide advertising campaigns BS Nichols, J Cobbs, D Raska Sport Marketing Quarterly 25 (4), 212-226, 2016 | 51 | 2016 |
| Schadenfreude, rivalry antecedents, and the role of perceived sincerity in sponsorship of sport rivalries BD Tyler, J Cobbs, BS Nichols, V Dalakas Journal of Business Research 124 (January), 708-719, 2021 | 40 | 2021 |
| Brand Spillover Effects within a Sponsor Portfolio: The Interaction of Image Congruence and Portfolio Size J Cobbs, M Groza, G Rich Marketing Management Journal 25 (2), 107-122, 2015 | 39 | 2015 |
| What is rivalry? Old and new approaches to specifying rivalry in demand estimations of spectator sports. BD Tyler, CA Morehead, J Cobbs, TD DeSchriver Sport Marketing Quarterly 26 (4), 204-222, 2017 | 37 | 2017 |
| Facilitating Sponsorship Channels in the Business Model of Motorsports J Cobbs, M Hylton Journal of Marketing Channels 19 (3), 173-192, 2012 | 37 | 2012 |
| The moderating effect of identification on return on investment from sponsor brand integration JA Jensen, P Walsh, J Cobbs International Journal of Sports Marketing and Sponsorship 19 (1), 41-57, 2018 | 26 | 2018 |
| Legal battles for sponsorship exclusivity: The cases of the World Cup and NASCAR J Cobbs Sport Management Review 14 (3), 287-296, 2011 | 24 | 2011 |
| The Niche Portfolio Strategy to Global Expansion: The Influence of Market Resources on Demand for Formula One Racing J Jensen, J Cobbs, M Groza Journal of Global Marketing 27 (4), 247-261, 2014 | 23 | 2014 |
| Rival team effects in cause-related sports marketing BS Nichols, J Cobbs, BD Tyler International Journal of Sports Marketing and Sponsorship 21 (1), 23-45, 2019 | 19 | 2019 |
B. David TylerAssociate Professor, University of Massachusetts AmherstEmail verificata su isenberg.umass.edu
