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T. Bettina Cornwell

Bio: T. Bettina Cornwell is an academic researcher from University of Oregon. The author has contributed to research in topics: Marketing management & Brand equity. The author has an hindex of 44, co-authored 135 publications receiving 8041 citations. Previous affiliations of T. Bettina Cornwell include University of Queensland & University of Michigan.


Papers
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Journal ArticleDOI
TL;DR: In this paper, a cross-disciplinary review of research conducted on sponsorship worldwide is presented, focusing on five research streams: nature of sponsorship, managerial aspects of sponsored, measurement of sponsorship effects, strategic use of sponsored events, and legal/ethical considerations in sponsorship.
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 authors offer a cross-disciplinary review of research conducted on sponsorship worldwide. Five research streams—nature of sponsorship, managerial aspects of sponsorship, measurement of sponsorship effects, strategic use of sponsorship, and legal/ethical considerations in sponsorship—are examined and critically assessed. On the basis of that analysis, theoretical frameworks are provided to guide future research.

689 citations

Journal ArticleDOI
TL;DR: In this paper, the authors examined the impact of celebrity credibility on consumer-based equity of the endorsed brand and found that endorser credibility has an indirect impact on brand equity when this relationship is mediated by brand credibility.
Abstract: Purpose – This research aims to examine the impact of celebrity credibility on consumer‐based equity of the endorsed brand. The mediating role of brand credibility and the moderating role of the type of branding (parent versus sub‐brand) employed by the endorsed brand on the endorser credibility‐brand equity relationship are also to be examined. The endorser credibility‐brand equity relationship was developed using associative learning principles whereas the brand signalling theory is applied to examine the mediating role of brand credibility. Design/methodology/approach – The conceptual framework was tested using a field experiment. Data were collected using a mall‐intercept approach at a shopping centre from a sample of consumers in a metropolitan Australian city. The data were analysed using structural equation modelling. Findings – Results suggest endorser credibility has an indirect impact on brand equity when this relationship is mediated by brand credibility. This mediating relationship was moderated by type of branding. However, the “endorser credibility‐brand credibility” and “endorser credibility‐brand equity” relationships did not vary according to the type of branding employed. Practical implications – In support of past findings, the present study shows that a celebrity endorser should be one who is perceived as credible based on their attractiveness, expertise and trustworthiness. Moreover, in this research, even a moderately low credibility endorser proved to be able to build the brand. Originality/value – The present study is one of the first to empirically examine and confirm the impact of endorser credibility on brand credibility and consumer‐based brand equity.

563 citations

Journal ArticleDOI
TL;DR: This paper proposed a model of consumer-focused sponsorship-linked marketing communications that summarizes and extends theoretical understanding of the topic, by considering possible underlying information-processing mechanics, individual-and group-level factors, market factors, and management factors, together with theorized sponsorship outcomes.
Abstract: 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 factors, together with theorized sponsorship outcomes, this paper offers a model of consumer-focused sponsorship-linked marketing communications that summarizes and extends theoretical understanding of the topic.

534 citations

Journal ArticleDOI
TL;DR: In this paper, the authors present results of a study that attempts to determine variables which can be used to discriminate between groups of packaging packaging consumers in order to identify groups of waste consumers.
Abstract: Packaging is a major contributor to the escalating solid waste stream. This paper presents results of a study that attempts to determine variables which can be used to discriminate between groups t...

523 citations

Journal ArticleDOI
TL;DR: In this paper, the authors explored how managers view the brand-equity-building capabilities of their sponsored linked marketing programs over time and found that the use of advertising and promotion to support the sponsorship, and active management involvement are significant predictors of both the perceived differentiation of the brand from its competitors and adding financial value to the brand.
Abstract: Sponsorship of sporting and other events has become an increasingly popular marketing communications vehicle. However, little research has investigated how sponsorship participation is beneficial to a firm and its brands. This study explores how managers view the brand-equity-building capabilities of their sponsorship linked marketing programs over time. In a two-phase survey, fifty managers report on the value of sponsorships in building brand equity. Findings show that “leverage,” the use of advertising and promotion to support the sponsorship, and active management involvement are significant predictors of both the perceived differentiation of the brand from its competitors and adding financial value to the brand.

375 citations


Cited by
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01 Jan 2009

3,235 citations

Journal ArticleDOI
TL;DR: In this article, the authors explore the relationship between the customer and the brand, between the customers and the firm, between consumers and the product, and among the customers' friends.
Abstract: A brand community from a customer-experiential perspective is a fabric of relationships in which the customer is situated. Crucial relationships include those between the customer and the brand, between the customer and the firm, between the customer and the product in use, and among fellow customers. The authors delve ethnographically into a brand community and test key findings through quantitative methods. Conceptually, the study reveals insights that differ from prior research in four important ways: First, it expands the definition of a brand community to entities and relationships neglected by previous research. Second, it treats vital characteristics of brand communities, such as geotemporal concentrations and the richness of social context, as dynamic rather than static phenomena. Third, it demonstrates that marketers can strengthen brand communities by facilitating shared customer experiences in ways that alter those dynamic characteristics. Fourth, it yields a new and richer conceptuali...

2,499 citations

Journal ArticleDOI
TL;DR: The findings revealed that playing computer games is linked to a range of perceptual, cognitive, behavioural, affective and motivational impacts and outcomes, and the most frequently occurring outcomes and impacts were knowledge acquisition/content understanding and affective
Abstract: This paper examines the literature on computer games and serious games in regard to the potential positive impacts of gaming on users aged 14 years or above, especially with respect to learning, skill enhancement and engagement. Search terms identified 129 papers reporting empirical evidence about the impacts and outcomes of computer games and serious games with respect to learning and engagement and a multidimensional approach to categorizing games was developed. The findings revealed that playing computer games is linked to a range of perceptual, cognitive, behavioural, affective and motivational impacts and outcomes. The most frequently occurring outcomes and impacts were knowledge acquisition/content understanding and affective and motivational outcomes. The range of indicators and measures used in the included papers are discussed, together with methodological limitations and recommendations for further work in this area.

2,178 citations

Journal ArticleDOI
TL;DR: Recommendations may help practitioners—including journalists, health professionals, educators, and science communicators—design effective misinformation retractions, educational tools, and public-information campaigns.
Abstract: The widespread prevalence and persistence of misinformation in contemporary societies, such as the false belief that there is a link between childhood vaccinations and autism, is a matter of public concern. For example, the myths surrounding vaccinations, which prompted some parents to withhold immunization from their children, have led to a marked increase in vaccine-preventable disease, as well as unnecessary public expenditure on research and public-information campaigns aimed at rectifying the situation.We first examine the mechanisms by which such misinformation is disseminated in society, both inadvertently and purposely. Misinformation can originate from rumors but also from works of fiction, governments and politicians, and vested interests. Moreover, changes in the media landscape, including the arrival of the Internet, have fundamentally influenced the ways in which information is communicated and misinformation is spread.We next move to misinformation at the level of the individual, and review ...

1,647 citations