• DOI:10.1080/00913367.2005.10639194
Corpus ID: 15520591

SPONSORSHIP-LINKED MARKETING: OPENING THE BLACK BOX

@article{Cornwell2005SPONSORSHIPLINKEDMO,
  title={SPONSORSHIP-LINKED MARKETING: OPENING THE BLACK BOX},
  author={T. B. Cornwell and Clinton S. Weeks and D. Roy},
  journal={Journal of Advertising},
  year={2005},
  volume={34},
  pages={21 - 42}
}

• T. B. Cornwell, Clinton S. Weeks, D. Roy
• Published 2005
• Business
• Journal of Advertising

Sponsorship of sports, arts, and causes has become a mainstream marketing communications tool. A great deal of fieldwork has attempted to gauge the relative effectiveness of sponsorship in a marketing context, but these weakly controlled field studies contribute little to our understanding of how individuals process sponsorship-linked marketing communications. By considering possible underlying information-processing mechanics, individual- and group-level factors, market factors, and management… Expand