Citations (37)
Keep up to date with the latest research on this topic with citation updates for this article.
Read on this site (11)
T. Bettina Cornwell, Michael S. Humphreys & Youngbum Kwon. (2023) Shared Brand Equity. Journal of Advertising 52:3, pages 311-329.
Read now
Read now
Remco M. Beek & Inge Derom. (2023) Sponsoring the UEFA Champions League: exploring the impact on brand equity among fan profiles. Soccer & Society 24:4, pages 563-580.
Read now
Read now
Soledad Zapata Agüera & Laura Martínez Caro. (2022) An explanatory model of the influence of consumer exposure to sport sponsoring event. Sport in Society 25:10, pages 2060-2078.
Read now
Read now
Fabrice Desmarais, Kayleigh Boobyer & Toni Bruce. (2021) Lingering effects of sponsor transgression against a national fan base: the importance of respect in relationship management. Sport Management Review 24:4, pages 642-672.
Read now
Read now
Penelope Maserame Maanda, Russell Abratt & Michela Mingione. (2020) The Influence of Sport Sponsorship on Brand Equity in South Africa. Journal of Promotion Management 26:6, pages 812-835.
Read now
Read now
Lane Wakefield, Kirk Wakefield & Kevin Lane Keller. (2020) Understanding Sponsorship: A Consumer-Centric Model of Sponsorship Effects. Journal of Advertising 49:3, pages 320-343.
Read now
Read now
Giulio Toscani & Gerard Prendergast. (2019) Arts Sponsorship Versus Sports Sponsorship: Which Is Better for Marketing Strategy?. Journal of Nonprofit & Public Sector Marketing 31:4, pages 428-450.
Read now
Read now
T. Bettina Cornwell. (2019) Less “Sponsorship As Advertising” and More Sponsorship-Linked Marketing As Authentic Engagement. Journal of Advertising 48:1, pages 49-60.
Read now
Read now
Laurence DeGaris, Dae Hee Kwak & Stephen R. McDaniel. (2017) Modeling the Effects of Sponsorship-Linked Marketing: When Does Memory Matter?. Journal of Promotion Management 23:2, pages 320-339.
Read now
Read now
Wayne W. Smith, Robert E. Pitts, Rhonda W. Mack & Jessica T. Smith. (2016) Don't be one more logo on the back of the T-shirt: Optimizing sponsorship recall. Journal of Convention & Event Tourism 17:2, pages 75-94.
Read now
Read now
François A. Carrillat, Paul J. Solomon & Alain d'Astous. (2015) Brand Stereotyping and Image Transfer in Concurrent Sponsorships. Journal of Advertising 44:4, pages 300-314.
Read now
Read now
Articles from other publishers (26)
Manfred Bruhn & Peter RohlmannManfred Bruhn & Peter Rohlmann. 2024. Sportsponsoring. Sportsponsoring
117
145
.
Daniel Rayne, Simon Pervan, Heath McDonald & Civilai Leckie. (2021) Examining corporate social responsibility awareness: An unaided recall measure. Journal of Consumer Behaviour 20:5, pages 1129-1139.
Crossref
Crossref
Jonathan A. Jensen & T. Bettina Cornwell. (2021) Assessing the dissolution of horizontal marketing relationships: The case of corporate sponsorship of sport. Journal of Business Research 124, pages 790-799.
Crossref
Crossref
Àngela Elisa Aguiló-Lemoine, Francisco Rejón-Guardia & María Antonia García-Sastre. (2020) Congruence Effects on the Effectiveness of Sponsorship of Sport Event Websites: An Experimental Approach. Sustainability 12:19, pages 8173.
Crossref
Crossref
T. Bettina Cornwell & Youngbum Kwon. (2019) Sponsorship-linked marketing: research surpluses and shortages. Journal of the Academy of Marketing Science 48:4, pages 607-629.
Crossref
Crossref
Ryan Rogers, Lee Farquhar & Jacob Mummert. (2020) Audience response to endemic and non-endemic sponsors of esports events. International Journal of Sports Marketing and Sponsorship 21:3, pages 561-576.
Crossref
Crossref
Maree Scully, Melanie Wakefield, Simone Pettigrew, Bridget Kelly & Helen Dixon. (2020)
Parents’ reactions to unhealthy food
v
. pro-health sponsorship options for children’s sport: an experimental study
. Public Health Nutrition 23:4, pages 727-737.
Crossref
Crossref
François Anthony Carrillat & Reinhard Grohs. (2019) Can a replacing sponsor benefit?. European Journal of Marketing 53:12, pages 2481-2500.
Crossref
Crossref
Aaron B. Charlton & T. Bettina Cornwell. (2019) Authenticity in horizontal marketing partnerships: A better measure of brand compatibility. Journal of Business Research 100, pages 279-298.
Crossref
Crossref
Norm O’Reilly, Sameer Deshpande, Guy Faulkner, Amy Latimer, Allana Leblanc, Ryan E. Rhodes, Mark Tremblay & Melissa Werman. (2019) Title sponsorship of cause-related sport events. Sport, Business and Management: An International Journal 9:2, pages 185-200.
Crossref
Crossref
Yvonne van Everdingen, Vijay Ganesh Hariharan & Stefan Stremersch. (2019) Gear Manufacturers as Contestants in Sports Competitions: Breeding and Branding Returns. Journal of Marketing 83:3, pages 126-144.
Crossref
Crossref
Gert Human, Benedikt Hirschfelder & Jacques Nel. (2018) The effect of content marketing on sponsorship favorability. International Journal of Emerging Markets 13:5, pages 1233-1250.
Crossref
Crossref
Marc Mazodier, Conor M. Henderson & Joshua T. Beck. (2018) The Long Reach of Sponsorship: How Fan Isolation and Identification Jointly Shape Sponsorship Performance. Journal of Marketing 82:6, pages 28-48.
Crossref
Crossref
Giulio Toscani & Gerard Prendergast. (2018) Sponsees: the silent side of sponsorship research. Marketing Intelligence & Planning 36:3, pages 396-408.
Crossref
Crossref
Manfred BruhnManfred Bruhn. 2018. Sponsoring. Sponsoring
1
101
.
David M. Woisetschläger, Christof Backhaus & T. Bettina Cornwell. (2017) Inferring Corporate Motives: How Deal Characteristics Shape Sponsorship Perceptions. Journal of Marketing 81:5, pages 121-141.
Crossref
Crossref
Sarah Gee, Michael P. Sam & Steve J. Jackson. (2017) Content analyses of alcohol-related images during television broadcasts of major sports events in New Zealand. International Journal of Sports Marketing and Sponsorship 18:3, pages 230-245.
Crossref
Crossref
Alexander Edeling, Stefan Hattula & Torsten Bornemann. (2017) Over, out, but present: recalling former sponsorships. European Journal of Marketing 51:7/8, pages 1286-1307.
Crossref
Crossref
Catherine Mpolokeng Sephapo. (2017) Sponsorship investments: do they deliver brand awareness for all sponsors?. Management & Marketing 12:1, pages 103-123.
Crossref
Crossref
Uwe Peter KanningUwe Peter Kanning. 2017. Personalmarketing, Employer Branding und Mitarbeiterbindung. Personalmarketing, Employer Branding und Mitarbeiterbindung
167
185
.
Jean-Luc Herrmann, Mathieu Kacha & Christian Derbaix. (2016) “I support your team, support me in turn!”. Journal of Business Research 69:2, pages 604-612.
Crossref
Crossref
Francois A. Carrillat & Alain d’Astous. 2016. Making a Difference Through Marketing. Making a Difference Through Marketing
13
24
.
Marc Mazodier. 2016. Making a Difference Through Marketing. Making a Difference Through Marketing
3
12
.
Robert James Thomas. (2015) Out with the old and in with the new: a study of new kit sponsorship and brand associations in the Barclays Premier League. Journal of Product & Brand Management 24:3, pages 229-251.
Crossref
Crossref
Maarten J. Gijsenberg. (2014) Comment: Measuring marketing effectiveness around major sports events: A comparison of two studies and a call for action. International Journal of Research in Marketing 31:1, pages 30-32.
Crossref
Crossref
Maarten J. Gijsenberg. (2012) Going for Gold - Investigating the (Non)Sense of Increased Advertising Around Major Sports Events. SSRN Electronic Journal.
Crossref
Crossref