Showing papers by "T. Bettina Cornwell published in 2001"

Exploring Managers' Perceptions of the Impact of Sponsorship on Brand Equity

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.

Level of market development and intensity of organic food consumption: cross‐cultural study of Danish and New Zealand consumers

Abstract: This paper presents a cross‐cultural study of organic food consumption. Relationships between health and diet concern, environmental concern, confidence in the conventional food industry, demographic characteristics, and intensity of organic food consumption of consumers from Denmark (mature organic industry) and New Zealand (novice organic food industry) are investigated. The authors evaluate the adequacy of deficit value and market development conceptual frameworks to predict priority of these concerns related to the level of organic market development.

The value of winning in motorsports: Sponsorship-linked marketing

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 of the firm. Also largely unexamined in marketing research on sponsorship is the impact of participation outcomes. For example, is it more valuable to the firm to sponsor a winner, or is it simply participation and, thus, exposure that brings value to the firm? This study presents an analysis of the share-price impact of sponsoring the drivers in the Indianapolis 500 mile race to assess the value of motorsports victories and participation within a firm9s sponsorship-linked marketing strategy. This approach allows the use of historical data in the analysis of the value of sponsorship. While the findings of the study suggest that autoracing sponsorships involving products that are not closely linked to the automotive industry probably offer little chance for increasing overall corporate valuations, sponsors with logical or matched ties to the consumer automotive industry registered statistically and economically significant gains in their share prices around the time of their sponsorship victories. ‘Win on Sunday, Sell on Monday-an old adage founded by Detroit9s automakers, which has withstood the racing test of time. -Economaki, 1997

The communications importance of consumer meaning in cause- linked events: Findings from a US event for benefiting breast cancer research

Abstract: This paper examines the meanings that consumers hold about a cause-related sponsored event. It seeks to further the conceptualization of how consumers formulate meaning by analysing the content of the written comments of the participants in a cause-related event. Understanding how these individuals find meaning through participation will help in better studying overall event sponsorship and its influence on all parties. The paper argues that, through this examination, a framework can be provided for a better understanding of how an event's participants acquire the meanings of the event and how those meanings transfer to a sponsor's brand/corporate image.