Journal ArticleDOI
Less “Sponsorship As Advertising” and More Sponsorship-Linked Marketing As Authentic Engagement
Reads0
Chats0
TLDR
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.Abstract:
Sponsorship is an established marketing communications platform that takes many forms. In terms of objectives and measurement, sponsorship has functioned like advertising for decades. The current w...read more
Citations
More filters
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.
Leveraging sponsorships on the Internet: Activation, congruence, and articulation
TL;DR: In this article, the authors consider how the Internet can be used to leverage commercial sponsorships to enhance audience attitudes toward the sponsor and demonstrate that activational sponsor Web sites promote more favorable attitudes than do non-activational Web sites.
Journal ArticleDOI
Understanding Sponsorship: A Consumer-Centric Model of Sponsorship Effects
TL;DR: A crucial component of many marketing programs, sponsorship has not always received the same research attention as other tactical marketing levers as discussed by the authors, and although research has been conducted to fill that gap, it has not yet reached a critical mass.
Journal ArticleDOI
The Journal of Advertising’s Production and Dissemination of Advertising Knowledge: A 50th Anniversary Commemorative Review
TL;DR: The Journal of Advertising (JA) is a leading journal devoted to the development of advertising theory and practice as mentioned in this paper , and it is the leading advertising journal in terms of research influence and impact.
Journal ArticleDOI
Sport event sponsorship management from the sponsee’s perspective
TL;DR: In this article, the authors discuss learnings from the management of sponsor-sponsee relationships at a major sport event and provide insights from the sponsee (i.e., the event) perspective.
References
More filters
Journal ArticleDOI
Customer Engagement Conceptual Domain, Fundamental Propositions, and Implications for Research
TL;DR: The authors explored the theoretical foundations of customer engagement by drawing on relationship marketing theory and the service-dominant (S-D) logic, and developed a general definition of CE, and distinguish the concept from other relational concepts, including participation and involvement.
Posted Content
Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers
TL;DR: In this paper, a parsimonious measure of brand attachment was developed and validated, and the convergent and discriminant validity of this measure in relation to brand attitude strength was demonstrated.
Journal ArticleDOI
Customer Engagement: Exploring Customer Relationships Beyond Purchase
TL;DR: In this article, the authors explore the nature and scope of customer engagement, which is a vital component of relationship marketing, and define CE as the intensity of an individual's participation in and connection with an organization's offerings and/or organizational activities, which either the customer or the organization initiate.
Journal ArticleDOI
Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers.
TL;DR: In this article, a parsimonious measure of brand attachment was developed and validated from a measurement perspective, test the assumptions that underlie it, and demonstrate that it indicates the concept of attachment.
Journal ArticleDOI
Brand Loyalty Vs. Repeat Purchasing Behavior
Jacob Jacoby,David B. Kyner +1 more
TL;DR: Brand loyalty is first distinguished from simple repeat purchasing behavior and then conceptually defined in terms of six necessary and collectively sufficient conditions as discussed by the authors, and it is defined as a set of necessary and sufficient conditions.