Winning ways: Immediate and long-term effects of sponsorship on perceptions of brand quality and corporate image

Pope, N., Voges, K. E. and Brown, M. (2009) Winning ways: Immediate and long-term effects of sponsorship on perceptions of brand quality and corporate image. The Journal of Advertising, 38 2: 5-20. doi:10.2753/JOA0091-3367380201

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Author Pope, N.
Voges, K. E.
Brown, M.
Title Winning ways: Immediate and long-term effects of sponsorship on perceptions of brand quality and corporate image
Journal name The Journal of Advertising   Check publisher's open access policy
ISSN 0091-3367
Publication date 2009
Year available 2009
Sub-type Article (original research)
DOI 10.2753/JOA0091-3367380201
Volume 38
Issue 2
Start page 5
End page 20
Total pages 16
Editor Royne, M. B.
Place of publication Armonk, NY
Publisher M. E. Sharpe
Collection year 2010
Language eng
Subject C1
1505 Marketing
910402 Management
Abstract Sponsorship is believed to influence consumer perceptions of a brand. The authors identify conditions under which sponsorship information spills over to affect attitudes toward brands and the image of their manufacturers. Over two longitudinal field experiments, they find that spillover effects from sponsorship messages occur at both the generic sponsorship announcement level and the team performance level. Immediate announcement effects are observed on perceptions of both sponsor brand quality and corporate image. In the longer term, information regarding positive and negative team performance results spills over to perceptions of brand quality but not corporate image. The research provides recommendations for how managers should minimize negative spillover effects and maximize their use of sponsorship information.
Keyword EXTREMITY BIASES
Q-Index Code C1
Q-Index Status Confirmed Code

Document type: Journal Article
Sub-type: Article (original research)
Collections: 2010 Higher Education Research Data Collection
UQ Business School Publications
 
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Citation counts: TR Web of Science Citation Count  Cited 18 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 25 times in Scopus Article | Citations
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Created: Tue, 30 Jun 2009, 14:52:27 EST by Karen Morgan on behalf of UQ Business School