International sponsorship research

Bloxsome, Ellen L., Brown, Mark R., Pope, Nigel K. Ll. and Voges, Kevin E. (2014). International sponsorship research. In Hong Cheng (Ed.), The Handbook of International Advertising Research (pp. 529-553) Chichester, West Sussex, UK: John Wiley & Sons. doi:10.1002/9781118378465.ch26

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Author Bloxsome, Ellen L.
Brown, Mark R.
Pope, Nigel K. Ll.
Voges, Kevin E.
Title of chapter International sponsorship research
Title of book The Handbook of International Advertising Research
Place of Publication Chichester, West Sussex, UK
Publisher John Wiley & Sons
Publication Year 2014
Sub-type Critical review of research, literature review, critical commentary
DOI 10.1002/9781118378465.ch26
Open Access Status
Series Handbooks in Communication and Media
ISBN 9781444332377
Editor Hong Cheng
Chapter number 26
Start page 529
End page 553
Total pages 25
Total chapters 28
Collection year 2015
Language eng
Formatted Abstract/Summary
This chapter presents current sponsorship research within the context of theory. It identifies common sponsorship objectives. A detailed evaluation of sponsorship research that discusses the means of measuring achievement of objectives is provided. Key theories that explain the achievement of sponsorship objectives are identified. The developing area of how sponsorship works in the consumer's mind is examined. The three groups of sponsorship objectives identified conform, generally, with hierarchy of effects models of consumer processes toward purchase. These objectives include communications objectives, consumer-based objectives and behavioral objectives. They are reviewed according to their use in sponsorship research and practice. The chapter addresses the theories commonly used to explain underlying consumer processes which lead to the achievement of sponsorship objectives.
Keyword Sponsorship
Q-Index Code B1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Book Chapter
Collections: Official 2015 Collection
UQ Business School Publications
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Created: Fri, 07 Mar 2014, 10:05:26 EST by Mark Brown on behalf of UQ Business School