T
T Cornwell
Publications - 2
Citations - 250
T Cornwell is an academic researcher. The author has contributed to research in topics: Recall & Brand awareness. The author has an hindex of 1, co-authored 2 publications receiving 243 citations.
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Sponsorship-linked marketing: The role of articulation in memory
TL;DR: In this paper, the effect of articulation of sponsorship fit on memory for sponsor-event pairings was examined, and it was shown that memory improvements via articulation are possible for incongruent sponsor event pairings.
Using the Internet to leverage sponsorships
TL;DR: In this paper, the effectiveness of the Internet as a medium through which sponsorship investments can be leveraged was investigated, considering the variables of sponsor-sponsee congruence, articulation and the extent to which a sponsorship is leveraged via sponsor websites, in relation to consumer attitudes toward brand and company level variables across time.