Journal ArticleDOI
Sponsorship effects on brand image: The role of exposure and activity involvement
Reads0
Chats0
TLDR
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
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.
Journal ArticleDOI
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.
Journal ArticleDOI
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.
Journal ArticleDOI
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.
Journal ArticleDOI
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
More filters
Journal ArticleDOI
Measuring consumer involvement profiles
TL;DR: In this paper, the authors suggest measuring an involvement profile, rather than a single involvement level, based on an empirical analysis of 14 product categories and find that there is more than one kind of consumer involvement, depending on the antecedents of involvement.
Journal ArticleDOI
Estimation of a Model with Multiple Indicators and Multiple Causes of a Single Latent Variable
TL;DR: In this paper, the authors consider a model in which one observes multiple indicators and multiple causes of a single latent variable and derive the maximum-likelihood estimators and their asymptotic variance-covariance matrix.
Journal Article
The impact of celebrity spokespersons' perceived image on consumers' intention to purchase.
Journal ArticleDOI
The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs
Brian D. Till,Michael Busler +1 more
TL;DR: In this paper, the role of attractiveness and expertise in the match-up hypothesis was examined in a 2 × 2 experiment, where the athlete was most effective as an endorser for the energy bar in increasing brand attitude but not purchase intent.
Posted Content
Reaping Relational Rewards from Corporate Social Responsibility: The Role of Competitive Positioning
TL;DR: This paper examined the moderating influence of the extent to which a brand's social initiatives are integrated into its competitive positioning (i.e., a CSR positioning) on consumer reactions to CSR and found that positive CSR beliefs held by consumers are associated with greater purchase likelihood and longer-term loyalty and advocacy behaviors.