SPONSORSHIP-LINKED MARKETING: OPENING THE BLACK BOX
@article{Cornwell2005SPONSORSHIPLINKEDMO, title={SPONSORSHIP-LINKED MARKETING: OPENING THE BLACK BOX}, author={T. Bettina Cornwell and Clinton S. Weeks and Donald P. Roy}, journal={Journal of Advertising}, year={2005}, volume={34}, pages={21 - 42} }
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…
589 Citations
Understanding Sponsorship: A Consumer-Centric Model of Sponsorship Effects
- Business
- 2020
A crucial component of many marketing programs, sponsorship has not always received the same research attention as other tactical marketing levers. Although research has been conducted to fill that…
Less “Sponsorship As Advertising” and More Sponsorship-Linked Marketing As Authentic Engagement
- BusinessJournal of Advertising
- 2019
Sponsorship is an established marketing communications platform that takes many forms. In terms of objectives and measurement, sponsorship has functioned like advertising for decades. The current…
State of Art and Science in Sponsorship-Linked Marketing
- Business
- 2008
This is a stock-taking paper in the area of sponsorship-linked marketing. First offered is a summary of the development of sponsorship as a mainstay of marketing communications. Arguments for the…
Sponsorship-linked marketing: research surpluses and shortages
- BusinessJournal of the Academy of Marketing Science
- 2019
This systematic review of sponsorship-linked marketing from 1996 to 2017 analyzes the current state of research. The overarching conclusion is that there is a surplus of research that examines…
The Effective Communication of Attributes in Sport-Sponsorship Branding
- Business
- 2008
This article examines the state of sponsorship marketing and its correlation with branding-measurement models deemed most salient by corporations. Academic literature including sponsorship-value…
Exploring the Usefulness of a Consumer Activity Index in the Sponsorship-Linked Marketing Context
- Business
- 2006
Despite the now well developed use of sponsorship linked marketing, there have been few methodological advances in the measurement of sponsorship constructs and outcomes. This paper offers a…
Modeling the Effects of Sponsorship-Linked Marketing: When Does Memory Matter?
- Business
- 2017
ABSTRACT The current study examined the mediating and moderating roles of sponsorship-linked marketing on the relationships among cognitive, affective, and behavioral sponsor evaluations. A panel of…
Consumers' orientation toward sport: Does it matter for sponsors?
- Business, Education
- 2009
Sports sponsorship has developed as a prolific research stream, with many authors examining sponsor-property relationships and the influence of various consumer and sport-related factors on…
Sponsorship Linked Internal Marketing (SLIM): A Strategic Platform for Employee Engagement and Business Performance
- Business
- 2012
This paper advances our understanding of sponsorship linked internal marketing (SLIM). Based on a comprehensive qualitative investigation of major sponsors, this research examines the use of…
Risky business: An investigation of sponsorship marketing risk
- Business
- 2006
This paper examines the characteristics of sponsorship risk in order to better understand the potential pitfalls that may arise for firms contemplating sponsorship-linked marketing. A content…
References
SHOWING 1-10 OF 138 REFERENCES
Exploring Managers' Perceptions of the Impact of Sponsorship on Brand Equity
- Business
- 2001
Abstract Sponsorship of sporting and other events has become an increasingly popular marketing communications vehicle. However, little research has investigated how sponsorship participation is…
An International Review of Sponsorship Research
- Business
- 1998
Abstract Corporate sponsorship of sports, arts, and cultural events has increased dramatically over the past decade. Still, academic research on sponsorship as a promotional tool has been sparse. The…
Determinants of sports sponsorship response
- Business
- 2000
Despite the growing role of sponsorship in the marketing activities of firms worldwide, academic research in this area has been limited. Adopting a classical conditioning framework, this research…
Sponsorship: An Important Component of the Promotions Mix
- Business
- 1987
Abstract Four surveys were conducted to investigate sponsorships from the perspectives of all participants in the sponsorship system. Respondents were drawn from the following populations: 1)…
The Value of Winning in Motorsports: Sponsorship-linked Marketing
- BusinessJournal of Advertising Research
- 2001
ABSTRACT Corporate sponsorship of events, especially sports, has become a commonplace marketing communications tool. Still at question in sponsorship-linked marketing programs is the economic value…
Sponsorship and image: a replication and extension
- Business
- 1999
Several researchers have indicated that corporate sponsorship of sport enhances corporate image. While these researchers have allowed individually for different factors that might impact on such a…
Building Brand Image Through Event Sponsorship: The Role of Image Transfer
- Business
- 1999
Abstract Past sponsorship research has primarily focused on awareness building strategies, and has virtually ignored brand image issues. As a result, little guidance is available for firms that seek…
An investigation of match‐up effects in sport sponsorship advertising: The implications of consumer advertising schemas
- Business
- 1999
Statistics show that sponsorship of sports and other events is one of the fastest growing areas of promotion (Ukman, 1995), but the importance of this persuasion strategy is not reflected in the…
Attitudinal Effects of Combined Sponsorship and Sponsor's Prominence on Basketball in Europe
- BusinessJournal of Advertising Research
- 2001
ABSTRACT The authors report on an experimental study to examine the effects (broad measures of attitude to two brands)) of two types of sponsorship activity - on-site sponsorship and TV sponsorship…
The Influence of Social Alliances with Sports Teams on Intentions to Purchase Corporate Sponsors' Products
- Business
- 2000
Abstract Sponsorship has become an increasingly popular form of marketing communications, yet little is known about what might influence consumers' intentions to purchase a sponsor's products. The…