Showing papers by "T. Bettina Cornwell published in 2008"

State of Art and Science in Sponsorship-Linked Marketing

Abstract: 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 entrenchment of sponsorship in a new evolving indirect marketing mix are made. Progress in understanding the art of management and the science of communications measurement are then examined. Finally, a brief research agenda is described.

Leveraging Sponsorships on the Internet: Activation, Congruence, and Articulation

Abstract: This paper considers how the Internet can be used to leverage commercial sponsorships to enhance audience attitudes toward the sponsor. Definitions are offered that distinguish the terms leverage and activation with respect to sponsorship-linked marketing; leveraging encompasses all marketing communications collateral to the sponsorship investment, whereas activation relates to those communications that encourage interaction with the sponsor. Although activation in many instances may be limited to the immediate event-based audience, leveraging sponsorships via sponsors' Web sites enables activation at the mass-media audience level. Results of a Web site navigation experiment demonstrate that activational sponsor Web sites promote more favorable attitudes than do nonactivational Web sites. It is also shown that sponsorsponsee congruence effects generalize to the online environment, and that the effects of sponsorship articulation on audience attitudes are moderated by the commerciality of the explanation for the sponsor-sponsee relationship. Importantly, the study reveals that attitudinal effects associated with variations in leveraging, congruence, and orientation of articulation may be sustained across time. © 2008 Wiley Periodicals, Inc.

Leveraging sponsorships on the Internet: Activation, congruence, and articulation

Abstract: This paper considers how the Internet can be used to leverage commercial sponsorships to enhance audience attitudes toward the sponsor. Definitions are offered that distinguish the terms leverage and activation with respect to sponsorship-linked marketing; leveraging encompasses all marketing communications collateral to the sponsorship investment, whereas activation relates to those communications that encourage interaction with the sponsor. Although activation in many instances may be limited to the immediate event-based audience, leveraging sponsorships via sponsors' Web sites enables activation at the mass-media audience level. Results of a Web site navigation experiment demonstrate that activational sponsor Web sites promote more favorable attitudes than do nonactivational Web sites. It is also shown that sponsorsponsee congruence effects generalize to the online environment, and that the effects of sponsorship articulation on audience attitudes are moderated by the commerciality of the explanation for the sponsor-sponsee relationship. Importantly, the study reveals that attitudinal effects associated with variations in leveraging, congruence, and orientation of articulation may be sustained across time.

The impact of tourism on the consumption environment: Coping and potential praxis in Malindi, Kenya

Abstract: This paper examines the impact of tourism on the consumption environment of residents of Malindi, Kenya. Since the positive impacts of tourism are fairly well known, our study focuses on socio-cultural and environmental impacts. Our research shows that there have been some changes to the structure of what is available for residents to consume in Malindi. Second, there is duality of existence on the part of tourists as well as locals. Third, there has been a major change in moral values as well as change in some cultural values. Drawing upon the paradisal discourse as conceptualized by Costa in her 1998 study of Hawaii, we analyze the changes to the consumption environment of the residents. Finally, we present the coping strategies being employed by the residents and the potential emancipatory actions possible. Key words: Tourism impact, consumption environment, Kenya.

Dependence patterns in consumer behavior: exploration and refinement of a concept

Abstract: Dependency is proposed as an implicit yet undeveloped concept important in understanding consumer behavior. The development of this idea takes as a jumping-off point, the family life cycle literature because it has implicitly recognized the importance of dependent children. A taxonomy of dependence is offered as several propositions regarding dependency patterns. While the central offering of this paper is theoretical, the concept is explored via focus groups with 24 women. Findings suggest that the concept is worthy of future development. Copyright © 2008 John Wiley & Sons, Ltd.