Journal ArticleDOI
Sponsorship effects on brand image: The role of exposure and activity involvement
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In this paper, the authors developed and tested a framework for explaining how exposure and activity involvement moderate the effects of event image, event-sponsor fit, and event commercialization on sponsor image.About:
This article is published in Journal of Business Research.The article was published on 2014-05-01. It has received 100 citations till now.read more
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.
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Inferring corporate motives: how deal characteristics shape sponsorship perceptions
TL;DR: In this article, the authors developed a conceptual framework that links a holistic set of sponsorship deal characteristics (i.e., contract length, regional proximity of the sponsor, sponsorship fee, and sponsorship type) to individual consumer perceptions.
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Sponsorship-linked marketing: research surpluses and shortages
TL;DR: A recent systematic review of the state-of-the-art in the field of sponsored marketing from 1996 to 2017 analyzes the current state of research and concludes that there is a surplus of research that examines audience responses to sponsorship-linked marketing but a shortage of marketing management of the sponsorship process as discussed by the authors.
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Engagement platforms: The role of emotions in fostering customer engagement and brand image in interactive media
TL;DR: In this paper, the authors explore the role of emotions in developing customer engagement and brand image during virtual service interactions and explore the concept of engagement platforms (EPs) and how their extrinsic characteristics or cues (i.e. pleasure, arousal and dominance) mediate the influence of EP cues on customer responses.
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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.
References
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Journal ArticleDOI
Sponsorship-Linked Marketing: The Role of Articulation in Memory
T. Bettina Cornwell,Michael S. Humphreys,Angela M. Maguire,Clinton S. Weeks,Cassandra L. Tellegen +4 more
TL;DR: In this article, the effect of articulation of sponsorship fit on memory for sponsor-event pairings was examined in three cued-recall experiments, and the results demonstrate that memory improvements via articulation are possible for incongruent sponsor event pairings, however, are affected by the presence of competitor brands and the way in which memory is accessed.
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Conceptualization and alternate operationalizations of the measurement of sponsorship effectiveness in sport
TL;DR: In this article, a model that integrates the communication and product adoption processes is developed and is used to evaluate the effectiveness of alternate measures of sponsorship, such as strength of link, which is a state closer to assessing impact on sales and is best measured by "strength of link".
Posted Content
Assessing the Effectiveness of Sport Sponsorships - An Empirical Examination
TL;DR: In this paper, the authors examine the obstacles of assessing sponsor awareness and image transfer in sport sponsorships in two ways: first, the authors propose and empirically test a model that assesses image transfer for all sponsors.
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Advergames: the impact of brand prominence and game repetition on brand responses
TL;DR: This paper explored the impact of in-game brand exposure strength by investigating the advertising effects of brand prominence and game repetition and found that repeated playing an identical game had no effect on brand recall, but had a negative impact on brand attitude.
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Sponsorship and recall of sponsors
TL;DR: The effect of field and/or television sponsorship on respondents' unaided recall and aided recall (recognition) of sponsors' names was explored by means of a laboratory experiment.