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
An investigation of match‐up effects in sport sponsorship advertising: The implications of consumer advertising schemas
TL;DR: In this article, the authors examine the notion that consumers possess schemas that influence their reactions to advertising leveraging sport sponsorships and find that the perceived match (or mismatch) of brand attributes with the endorser's attributes influences consumer response to such marketing communications.
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Sponsorship and the Image of the Sponsor
TL;DR: In this paper, it is argued that current methods of sponsorship evaluation really measure the publicity surrounding the sponsorship and not the sponsorship as such, and that the goodwill effects engendered by sponsorship are subtle and difficult for consumers to articulate.
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The Influence of Spokesperson Trustworthiness on Message Elaboration, Attitude Strength, and Advertising Effectiveness
TL;DR: This paper found that trustworthiness can be influenced by individuals endorsing too many products, with similar persuasion consequences (i.e., untrustworthy endorsers prompt greater scrutiny of product-related attributes than trustworthy endorsers).
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A Scale to Measure Self-Concepts, Person Concepts, and Product Concepts:
TL;DR: The author describes the construction of a scale to measure self-concepts, person concepts, and product concepts using multivariate analysis and multidimensional scaling procedures.
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Advertising and promotion leverage on arts sponsorship effectiveness
TL;DR: In this paper, the authors examined the performance of three sponsors of the 1998 Adelaide Festival of the Arts and found conclusively that their effectiveness is directly related to the degree to which the sponsors are willing to leverage their investment with additional advertising and promotional activities and expenditure.