Examining Differences among Primary and Secondary Rivals: Are Fan Perceptions, Behavioral, and Consumption Intentions Influenced by Degree of Rivalry?, Cody T. Havard, Lamar Reams
Journal of Applied Marketing Theory

Naming-rights Sponsorship Outcomes and the Role of Fan Connections to College Campuses and Stadia, Terry Eddy, Brendan Dwyer, Lamar Reams
Association of Marketing Theory and Practice Proceedings 2016