T. Bettina Cornwell

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.

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.

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.

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.

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.