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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Memory for sponsorship relationships: a critical juncture in thinking
TL;DR: In this article, the authors explore memory for sponsorship relationships and explore memory as a measure of sponsorship success, strong and weak memory objectives, implicit and explicit memory, interference from competitors, strategic encoding processes, cueing memory retrieval, redefining memories, and enhancing memory for sponsor relationships.
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Mission Based Strategies for Internationalizing U.S. Business Schools
Ben L. Kedia,T. Bettina Cornwell +1 more
TL;DR: The Centers for International Business Education and Research (CIBER) as discussed by the authors is a national resource for internationalizing U.S. business schools and promoting the teaching and research in the field of international business.
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Memory of Sponsorship-Linked Marketing Communications: The Effect of Competitor Mentions
TL;DR: In this article, the memory-based characteristics of measurement as well as to the memory supported decision-making tasks that sponsorship information might eventually influence were analyzed. But, the authors pointed out that recognition false alarms do not tell the entire story regarding memory for sponsor-event relationships.
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Less “Sponsorship As Advertising” and More Sponsorship-Linked Marketing As Authentic Engagement
TL;DR: In terms of objectives and measurement, sponsorship has functioned like advertising for decades as mentioned in this paper, and the current WSP is an established marketing communications platform that takes many forms and objectives.
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Marketing and Public Policy: Transformative Research in Developing Markets
Clifford J. Shultz,Rohit Deshpandé,T. Bettina Cornwell,Ahmet Ekici,Prabakar Kothandaraman,Mark Peterson,Stanley J. Shapiro,Debabrata Talukdar,Ann Veeck +8 more
TL;DR: In this article, the authors provide a synthesis of a conceptual model with practical applications to transformative research in developing markets and, ultimately, with the broader objective to stimulate new conceptualizations, research, and best practices to transform consumer well-being.