Showing papers by "T. Bettina Cornwell published in 2021"
TL;DR: In this article, the authors investigated the causes of the dissolution of horizontal marketing partnerships, utilizing survival analysis modeling to analyze a longitudinal dataset of 136 U.S.-based title sponsorships, identifying several predictors of either the dissolution or persistence of such relationships.
17 citations
TL;DR: In this article, a conceptual framework was developed that links financial, symbolic and social benefit dimensions to consumer inferred activation motives and subsequent sponsor outcomes, and an experimental field study of 1356 soccer fans employing three activation scenarios and a control group tested the framework.
17 citations
TL;DR: In this paper, a meta-analysis examines more than 20 years of research on event studies in sponsorship (34 studies) to determine if sponsorship announcements influence stock market response, and the overall results show a positive but non-significant effect of partnership deal announcements on shareholder wealth.
Abstract: Purpose – Given the public availability of secondary data on investments in events such as the Olympics, FIFA World Cup and professional sports, event studies that measure stock market response to these investments have grown. Previous findings are mixed, however, with some studies suggesting that the announcement of sponsorship contracts is a positive event and others finding detrimental effects of the announcement on shareholder value. This study aims to analyze the mixed findings from event studies in sport sponsorship to determine if sponsorship announcements influence stock market response. Design/methodology/approach – The meta-analysis examines more than 20 years of research on event studies in sponsorship (34 studies).
Findings – The overall results show a positive, but non-significant effect of partnership deal announcements on shareholder wealth. Further analysis considers the effects of sponsorship announcements by each type of event window to see the impact of the announcement relative to time (pre-announcement, announcement day, post-announcement and pre- to post-announcement). This closer examination of the event window shows that stock prices of sponsoring organizations increased in the pre-announcement window.
Originality/value – Quantitative meta-analytic findings indicate that information about sponsorship deals appears to leak to share markets and positively influence share price. This finding suggests that sponsoring the sports and events found in these event studies is seen as value enhancing for sponsoring firms.
8 citations
TL;DR: This paper examined how the social processing capability of theory of mind (i.e., the ability to understand others' intentions) is employed when evaluating potentially persuasive marketing communications and found that ToM negatively influences product evaluations, as mediated by advertising skepticism.
4 citations
TL;DR: The food systems and the ways food products are formulated, packaged, and marketed contribute to obesogenic environments as mentioned in this paper, and the current research focuses on products informally referred to as junk food (f...
Abstract: Food systems and the ways food products are formulated, packaged, and marketed contribute to obesogenic environments. The current research focuses on products informally referred to as junk food (f...
3 citations