Rejoinder to commentary on Chien, Cornwell, and Pappu (2010): Advancing research on sponsorship portfolio effects

Chien, P. Monica, Cornwell, T. Bettina and Pappu, Ravi (2012) Rejoinder to commentary on Chien, Cornwell, and Pappu (2010): Advancing research on sponsorship portfolio effects. Journal of Business Research, 65 1: 117-121. doi:10.1016/j.jbusres.2011.02.006

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Author Chien, P. Monica
Cornwell, T. Bettina
Pappu, Ravi
Title Rejoinder to commentary on Chien, Cornwell, and Pappu (2010): Advancing research on sponsorship portfolio effects
Journal name Journal of Business Research   Check publisher's open access policy
ISSN 0148-2963
Publication date 2012-01
Sub-type Article (original research)
DOI 10.1016/j.jbusres.2011.02.006
Volume 65
Issue 1
Start page 117
End page 121
Total pages 5
Place of publication New York, NY, United States
Publisher Elsevier
Collection year 2013
Language eng
Formatted abstract
This article responds to the issues Bibby (2010) raises in his recent commentary essay on Chien, Cornwell, and Pappu (2010). The rejoinder focuses on brand meaning's definition, measurement, construct delineation and operationalization, and cautions against outright rejection of Aaker's (1997) brand personality scale applied to the sponsorship context. Further, criticism by Bibby of employing Aaker's scale in Australia seems unwarranted given similarities in cultural values between Australia and the United States. Bibby (2010) also questions the legitimacy of event personality fit effects but the questions potentially misinterpret the construct used by Chien et al. (2010). While this rejoinder admits to the challenges of brand personality measurement, theory-testing goals of Chien et al.'s (2010) research are not compromised by the measures employed.
Keyword Sponsorship
Portfolio
Perceived fit
Brand image
Brand personality
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes Original Research Article: Corrected Proof Available online 4 March 2011

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2013 Collection
UQ Business School Publications
 
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Created: Fri, 11 Mar 2011, 14:28:04 EST by Karen Morgan on behalf of School of Tourism