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.
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.
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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
Associating the Corporation with a Charitable Event Through Sponsorship: Measuring the Effects on Corporate Community Relations
TL;DR: In this paper, a structural equation model of charitable event sponsorship was proposed, which showed that a significant negative path leading from the negative attributions construct to the outcome construct was not significant.
Journal Article
Modeling the impact of Olympic sponsorship on corporate image
Journal ArticleDOI
Consumer evaluations of sponsorship programmes
Alain d′Astous,Pierre Bitz +1 more
TL;DR: In this paper, the authors present the results of a study of consumer reactions to various sponsored programmes. The results show that philanthropic sponsorship has a more positive impact on corporate image than commercial sponsorship and that the link between the sponsor and the event has a nonlinear effect on the corporate image.
Journal ArticleDOI
A Repertory Grid Analysis Of Austria's Image As A Summer Vacation Destination
Johann Embacher,Francis Buttle +1 more
TL;DR: In this article, the repertory grid technique was used to find out how tourists construed destination countries and to discover how they perceived Austria in terms of the constructs generated Austria was placed in its competitive context by comparing its image with that of Switzerland, which the Austrian National Tourist Office cites as a major competitor.
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.