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. 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… Expand
Less “Sponsorship As Advertising” and More Sponsorship-Linked Marketing As Authentic Engagement
Risky business: An investigation of sponsorship marketing risk
...
1
2
3
4
5
...

References

SHOWING 1-10 OF 139 REFERENCES
An International Review of Sponsorship Research
Determinants of sports sponsorship response
Attitudinal Effects of Combined Sponsorship and Sponsor's Prominence on Basketball in Europe
...
1
2
3
4
5
...