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
How Organizational Complaint Handling Drives Customer Loyalty: An Analysis of the Mechanistic and the Organic Approach
Christian Homburg,Andreas Fürst +1 more
TL;DR: In this paper, the authors address how an organization's complaint management affects customer justice evaluations and, in turn, customer satisfaction and loyalty, and they draw a distinction between two fundamental approaches, the mechanistic approach (based on establishing guidelines) and the organic approach(based on creating a favorable internal environment).
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A model of image creation and image transfer in event sponsorship
TL;DR: This article presented a model which identifies factors that influence the creation of an event's image and used theoretical perspectives from the celebrity endorsement literature to suggest that an event’s image associations are transferred to the sponsoring brand through event sponsorship activities.
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Achieving Marketing Objectives Through Social Sponsorships
TL;DR: In this paper, the authors adopt a more traditional branding perspective and show that the fit between a firm's specific associations and a sponsored cause can reinforce or blur the firm's positioning, influence liking for the sponsored cause, and bolster or undermine the firms' equity.
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Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues
TL;DR: In this article, the authors explore a growing genre of marketing communication, labeled hybrid messages, which creatively combine key advantages (and avoid key disadvantages) inherent in advertising and publicity messages.
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Understanding sponsorship effects
TL;DR: In this article, a framework for understanding the effects of commercial sponsorship on consumers is proposed, which defines and explores certain tenets essential to understanding sponsorship effects, namely, goodwill, image transfer and the concept of fan involvement, and relates these tenets to the achievement of a consumer response.