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… 
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