Journal ArticleDOI
Understanding sponsorship effects
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TLDR
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.Abstract:
This article offers a framework for understanding the effects of commercial sponsorship on consumers. It 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, building to a proposed model of how sponsorship “works” in relation to consumers. © 2001 John Wiley & Sons, Inc.read more
Citations
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CONGRUENCE EFFECTS IN SPONSORSHIP: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive
TL;DR: In this paper, the authors developed and tested a cognitive explanation of sponsor effects and found that a good fit between a company and the cause it sponsored generates consumer attributions of altruistic sponsor motives and enhances sponsor credibility and attitude toward the sponsor.
Journal ArticleDOI
An international review of sponsorship research: extension and update
TL;DR: A review of 80 Anglo-Saxon studies on sponsorship published prior to 1996 with contributions of European origin (66 additional studies) and studies published subsequently (87 additional studies). as mentioned in this paper gives an account of the evolution and current state of sponsorship research worldwide and points out new research directions.
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.
Posted Content
Achieving Brand Loyalty Through Sponsorship: The Role of Fit and Self-Congruity
Marc Mazodier,Dwight Merunka +1 more
TL;DR: In this paper, the authors model and demonstrate the impact of brand exposure on brand loyalty, attitude toward the sponsored event, and perceived fit between the event and the brand, such that it ultimately influences brand loyalty.
Journal ArticleDOI
Achieving brand loyalty through sponsorship: the role of fit and self-congruity
Marc Mazodier,Dwight Merunka +1 more
TL;DR: In this article, the authors model and demonstrate the impact of brand exposure on brand loyalty, attitude toward the sponsored event, and perceived fit between the event and the brand, such that it ultimately influences brand loyalty.
References
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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
The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising
TL;DR: The Personal Involvement Inventory (PII) as discussed by the authors is a context-free measure applicable to involvement with products, with advertisements, and with purchase situations, and it has been shown that the PII may be reliably reduced from twenty items to ten items.
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The principle of congruity in the prediction of attitude change.
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Sports fans: Measuring degree of identification with their team.
Journal ArticleDOI
Mood States and Consumer Behavior: A Critical Review
TL;DR: In this paper, a conceptual framework is presented that depicts both the mediating role of mood states and their potential importance in consumer behavior, and the potential feasibility and viability of mood-related approaches to marketing research and practice are discussed.
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