Conceptualization and alternate operationalizations of the measurement of sponsorship effectiveness in sport

References

• Crimmins J Horn M (1996) Sponsorship: from management ego trip to marketing success Journal of Advertising Research July/August pp. 11–21
   Google Scholar
• D’Alesandro , DF . (2001) . Beyond the mother‐in‐law strategy: avoiding consumers’ indifference . Sponsorship Report , 20 (6) : pp. 4–5
   Google Scholar
• Diggelman , R . (1992) . The bottom line on sponsorship . Sponsorship Report , 11 (24) : pp. 4–5
   Google Scholar
• Hoek J Gendall P (2002) When do ex‐sponsors become ambush marketers? International Journal of Sports Marketing and Sponsorship December/January pp. 383–401
   Google Scholar
• Horn M Buken K (1999) Measuring the impact of sponsorship International Journal of Sports Marketing and Sponsorship September/October
   Google Scholar
• Howard DR Crompton JL (2004) Financing Sport 2nd edn, (Morgantown, WV: Fitness Information Technology)
   Google Scholar
• IEG (1986) Evaluating sponsorships, Special Events Report 15 December p. 5
   Google Scholar
• IEG (1990) Evaluation: measuring return on investment, Special Events Report 7 September pp. 6–7
   Google Scholar
• IEG (1995) General Nutrition Centers see sales increase, seek deals, Sponsorship Report, 14 (23) p. 5
   Google Scholar
• IEG (1999a) Evaluation leads Coke to new sponsorship strategy, Sponsorship Report 18 (13) pp. 4–5
   Google Scholar
• IEG (1999b) ROI: sponsors share how their deals pay off, Sponsorship Report 18 (6) pp. 1,7
   Google Scholar
• IEG (2000) Thatlook.com sets sights on more sponsorship, Sponsorship Report 19 (15) p. 3
   Google Scholar
• IEG (2002a) IEG/Performance research survey reveals what matters to sponsors, Sponsorship Report, 21 (7) pp. 4–5
   Google Scholar
• IEG (2002b) DeWalt strategy ensures eight‐figure motorsports team title pays for itself, Sponsorship Report, 21 (20) p. 8
   Google Scholar
• Kolah A (2001) How to Develop an Effective Sponsorship Programme (London: Sport Business Group)
   Google Scholar
• Lavelle B (1991) How Bell Cellular boosted its return from events, Special Events Report 19 (12) pp. 4–5
   Google Scholar
• McCarthy MJ (1991) Keeping careful score on sports tie‐ins, Wall Street Journal 24 April, Section B, p. 1
   Google Scholar
• Meenaghan JA (1983) Commercial sponsorship, European Journal of Marketing 17 (7) pp. 5–73
   Google Scholar
• Meenaghan , JA . (1991) . The role of sponsorship in the marketing communications mix . International Journal of Advertising , 10 : pp. 35–37
   Google Scholar
• Miles L (2001) Successful sport sponsorship: lessons from Association Football – the role of research, Sports Marketing and Sponsorship December/January pp. 357–369
   Google Scholar
• Pham MT Johar G (2000) Research on recall rates raises flags for sponsors, Sponsorship Report 19 (3) pp. 1–3
   Google Scholar
• Poknywczynski J (2000) Sports sponsors know what they want, Sports Business Journal 5 11 June, p. 2
   Google Scholar
• Rines S (2002) Guinness Rugby World Cup sponsorship: a global platform for meeting business objectives, International Journal of Sports Marketing and Sponsorship December/January pp. 449–464
   Google Scholar
• Rozin S (1995) Olympic partnership, Newsweek 18 July, Special Advertising Section
   Google Scholar
• Schlossberg H (1990) Sports marketing, Marketing News 2 April p. 6
   Google Scholar
• Schlossberg H (1991) Volvo proves marketing through sport pays, Marketing News 1 July p. 19
   Google Scholar
• Sleight S (1989) Sponsorship: What Is It and How To Use It (Maidenhead: McGraw Hill)
   Google Scholar
• Team Marketing Report (1997) Raptors arrange consumer research to show partners how their sponsorships are – or aren’t – working, Team Marketing Report 9 (9) p. 7
   Google Scholar
• Ukman L (1992) Assertions, Sponsorship Report 18 May p. 2
   Google Scholar
• Ukman L (1996) Evaluating ROI of a sponsorship program, Marketing News 30 (18) p. 14
   Google Scholar
• Urbanski A (1992) Fast track: strategies for business success. What’s a sponsorship worth? Newsweek 9 November (Suppl.)
   Google Scholar