Sponsorship-linked marketing: Opening the black box

Cornwell, T. Bettina, Weeks, Clinton S. and Roy, Donald P. (2005) Sponsorship-linked marketing: Opening the black box. Journal of Advertising, 34 2: 21-42.

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Name Description MIMEType Size Downloads
Author Cornwell, T. Bettina
Weeks, Clinton S.
Roy, Donald P.
Title Sponsorship-linked marketing: Opening the black box
Journal name Journal of Advertising   Check publisher's open access policy
ISSN 0091-3367
Publication date 2005
Sub-type Critical review of research, literature review, critical commentary
Volume 34
Issue 2
Start page 21
End page 42
Total pages 22
Editor R. N. Laczniak
Place of publication Armonk, NY, United States
Publisher M.E. Sharpe
Collection year 2005
Language eng
Subject C1
350204 Marketing and Market Research
720401 Marketing
1505 Marketing
350200 Business and Management
350000 Commerce, Management, Tourism and Services
Formatted abstract
Sponsorship of sports, arts, and causes has become a mainstream marketing communications tool. A great deal of fieldwork has attempted to gauge the relative effectiveness of sponsorship in a marketing context, but these weakly controlled field studies contribute little to our understanding of how individuals process sponsorship-linked marketing communications. By considering possible underlying information-processing mechanics, individual- and group-level factors, market factors, and management factors, together with theorized sponsorship outcomes, this paper offers a model of consumer-focused sponsorship-linked marketing communications that summarizes and extends theoretical understanding of the topic.

Keyword Business
Corporate sponsorship
Program involvement
Consumer knowledge
Brand equity
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Critical review of research, literature review, critical commentary
Collections: Excellence in Research Australia (ERA) - Collection
2006 Higher Education Research Data Collection
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 135 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 0 times in Scopus Article
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Created: Wed, 15 Aug 2007, 05:24:07 EST