T
T. Bettina Cornwell
Researcher at University of Oregon
Publications - 140
Citations - 8765
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.
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An International Review of Sponsorship Research
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.
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Celebrity endorsement, brand credibility and brand equity
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.
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Sponsorship-linked marketing: opening the black box
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.
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An Examination of Ecologically Concerned Consumers and Their Intention to Purchase Ecologically Packaged Products
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.
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Exploring Managers' Perceptions of the Impact of Sponsorship on Brand Equity
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.