An international review of sponsorship research: extension and update

References

• Abel, S. & Long, A. (1996) Event sponsorship: does it work? Admap, 31 (November), 368, pp. 18–21.
   Google Scholar
• Aguilar-Manjarrez, R., Thwaites, D. & Maule, J. (1997) Modelling sport sponsorship selection decisions. Asia-Australia Marketing Journal, 5(1), pp. 9–20.
   Google Scholar
• Amis, J., Slack, T. & Berrett, T. (1999) Sport sponsorship as distinctive competence. European Journal of Marketing, 33(3/4), pp. 250–272.
   Google Scholar
• Angenendt, C. (1993) Imagetransfer und akzeptanz beim sportsponsoring. Planung und Analyse, 2, pp. 5–9.
   Google Scholar
• Anne, F. (1992) La mesure de lefficacité du sponsoring. Revue Française du Marketing, 138, pp. 123–136.
   Google Scholar
• Anne, F. & Chéron, E.J. (1990) Mesure de l’efficacité du sponsoring: une analyse des effets intermédiaires sur l’audience directe de l’événement. In Proceedings of the Sixth Congress of the French Marketing Association (AFM), 10–11 May, pp. 121–148.
   Google Scholar
• La Baule: Association Française de Marketing. Anonymous (1986) Le nouveau commerce à l’heure du sponsoring. LSA, no 1049–1050, 12–19 December, pp. 93–96.
   Google Scholar
• Anonymous (1992) Le sponsoring en Guadeloupe. Revue Française du Marketing, 138, pp. 137–139.
   Google Scholar
• Arcan, J.-C., Piquet, S. & Rouzaud, P. (1994) Une action de mécénat humanitaire exemplaire: la collecte de radiographies périmées. Revue Française du Marketing, 147, pp. 105–109.
   Google Scholar
• Arthur, D., Dolan G. & Cole, M. (1998) The benefits of sponsorship success: an analysis of the relationship between television exposure and the position of the motorcycle ryder. Cyber-Journal of Sport Marketing (online), 2(2), available at www.cjsm.com.Vol2/arthur22.html.
   Google Scholar
• Baux, P. (1991) Modèles de persuasion et parrainage sportif. Revue Française du Marketing, 131, pp. 51–67.
   Google Scholar
• Bennett, R. (1999) Sport sponsorship, spectator recall and false consensus. European Journal of Marketing, 33(3/4), pp. 291–313.
   Google Scholar
• Bette, K.-H. (1981) Sponsorenschaft als integrativer Mechanismus. In T. Kutsch, & G. Wiswede (eds), Sport und Gesellschaft: Die Kehrseite der Medaille. Wiesbaden: Hain, pp. 104–115.
   Google Scholar
• Bloxham, M. (1998) Brand affinity and television programme sponsorship. International Journal of Advertising, 17(1), pp. 89–98.
   Google Scholar
• Bruhn, M. (1987) Sponsoring: Unternehmen als Mäzene und Sponsoren. Frankfurt am Main: Frankfurter Allgemeine; Wiesbaden: Gabler.
   Google Scholar
• Campos Lopez, J.C., Lorenzo Gomez, J.D. & Gomez Parro, O. (1994) Analyse stratégique des activités du parrainage sportif. L’exemple espagnol. Revue Française du Marketing, 150, pp. 97–103.
   Google Scholar
• Cégarra, J-J. (1985) La communication par l’action. In Proceedings of the First Congress of the French Marketing Association (AFM), April, pp. 253–270. Le Touquet: Association Française de Marketing.
   Google Scholar
• Cégarra, J-J. (1986) L’utilisation du parrainage sportif par les collectivités publiques: l’exemple de la course de l’Europe à la voile. In Proceedings of the Second Congress of the French Marketing Association (AFM), April, pp. 323–342. Grenoble: Association Française de Marketing.
   Google Scholar
• Cégarra, J-J. (1994) La place du sponsoring dans la stratégie marketing de l’entreprise. Revue Française du Marketing, 150, pp. 47–53.
   Google Scholar
• Chauveau, A. (1992) L’évolution du sponsoring sportif en France et en Europe. Revue Française du Marketing, 138, pp. 111–122.
   Google Scholar
• Cheng, P.S.T. & Stotlar, D.K. (1999) Successful sponsorship: a marriage between sport and corporations for the next millennium. Cyber-Journal of Sport Marketing (online), 3(3), available at www.cjsm.com.vol3/cheng&stotlar33.htm.
   Google Scholar
• Chéron, E. & Bissonnette, C. (1996) Analysis of the organizational sponsorship decision process. International Journal of Research in Marketing, 13(3), pp. 299–315.
   Google Scholar
• Copeland, R., Frisby, W. & McCarville, R. (1996) Understanding the sport sponsorship process from a corporate perspective. Journal of Sport Management, 10(1), pp. 32–48.
   Google Scholar
• Cornwell, T.B. & Maignan, I. (1998) An international review of sponsorship research. Journal of Advertising, 27, 1, pp. 1–21.
   Google Scholar
• Cornwell, T.B., Maignan, I. & Irwin, R. (1997) Long-term recall of sponsorship sources. An empirical investigation of stadium and sport cafe audiences. Asia-Australia Marketing Journal, 5(1), pp. 45–57.
   Google Scholar
• Cornwell, T.B., Pruitt, S.W. & van Ness, R. (2001) The value of winning in motorsports: sponsorship-linked marketing. Journal of Advertising Research, 41(1), pp. 17–31.
   Google Scholar
• Corones, H. (1991) Ecureuil d’Aquitaine: Le tour du monde d’une région. Revue Française du Marketing, 131, pp. 82–88.
   Google Scholar
• Courbet, D. (2000) Les effets automatiques du parrainage télévisuel sur la marque: étude de la mésattribution de la familiarité, du transfert sémantique et de l’influence des émotions déclenchées par le programme. Recherche et Applications en Marketing, 15(1), pp. 39–60.
   Google Scholar
• Couty, F. (1994) L’évaluation de la notoriété du sponsoring sportif. Revue Française du Marketing, 150, pp. 75–82.
   Google Scholar
• Crimmins, J. & Horn, M. (1996) Sponsorship: from management ego trip to marketing success. Journal of Advertising Research, 36(4), pp. 11–21.
   Google Scholar
• Cutler, D. (1999) Corporate sponsorship: a necessary evil in collegaite athletics today. Cyber-Journal of Sport Marketing (online), 3(3), available at www.cjsm.com.Vol3/cutler33.htm.
   Google Scholar
• D’Astous, A. & Séguin, N. (1999) Consumer reactions to product placement strategies in television sponsorship. European Journal of Marketing, 33(9/10), pp. 896–910.
   Google Scholar
• Daneshvary, R. & Schwer, R.K. (2000) The association endorsement and consumers intention to purchase. Journal of Consumer Marketing, 17(3), pp. 203–213.
   Google Scholar
• Deimel, K. (1993) Erinnerungswirkung der Sportwerbung. Marketing – Zeitschrift für Forschung und Praxis, 15(1), pp. 5–14.
   Google Scholar
• Derbaix, C., Gérard, P. & Lardinoit, T. (1994) Essai de conceptualisation dune activité éminemment pratique: le parrainage. Recherche et Applications en Marketing, 9(2), pp. 43–67.
   Google Scholar
• Didellon-Carsana, L. (1998) Mesure defficacité d’un message de parrainage sportif: une validation du modèle de transfert. In Proceedings of the Fourteenth Congress of the French Marketing Association (AFM), May, pp. 907–932. Bordeaux: Association Française de Marketing.
   Google Scholar
• Doust, D. (1997) The ethics of ambush marketing. Cyber-Journal of Sport Marketing (online), 1(3), available at www.cjsm.com.Vol1/doust.html.
   Google Scholar
• Drees, N. (1987) Werbung an Rennstrecken. Präsenz und Erinnerungswirkung ausgewählter Werbeträger bei Fernsehübertragungen. Werbeforschung & Praxis, 32(1), pp. 9–12.
   Google Scholar
• Drees, N. (1991) Das Sponsoring-Barometer – Ergebnisse einer Unternehmensbefragung. Werbeforschung & Praxis, 36(1), pp. 9–12.
   Google Scholar
• Drews, H-P. & Angenendt, C. (1992) Means of evaluation of sponsorship effectiveness. In Sponsorship Europe ’92 Conference Proceedings (simultaneously: ESOMAR Seminar on Sponsorship), Monaco, 2–4 December, pp. 185–215. Maarssen (The Netherlands): ESOMAR.
   Google Scholar
• Dreyer, A. (1987) Aktionen und Athleten. Was leisten Sportmedien? Absatzwirtschaft, 30, special edition, October, pp. 196–208.
   Google Scholar
• Du Plessis, E. (1997) Sponsorship advertising. Copy-testing and tracking measures with guidelines for sponsors. In Proceedings of the 210th ESOMAR Seminar, New Ways for Integrated Communications. Paris, 16–18 April, Amsterdam: European Society for Market Research.
   Google Scholar
• Easton, S. & Mackie, P. (1998) When football came home: a case history of the sponsorship activity at EURO 96. International Journal of Advertising, 17(1), pp. 99–114.
   Google Scholar
• Eilander, G. (1992) Improving the media performance by using sponsorship on top of other media. In Sponsorship Europe ’92 Conference Proceedings (simultaneously: ESOMAR Seminar on Sponsorship), Monaco, 2–4 December, pp. 260–270. Maarssen (The Netherlands): ESOMAR.
   Google Scholar
• Erdogan, B.Z. & Kitchen, P.J. (1998) Managerial mindsets and the symbiotic relationship between sponsorship and advertising. Marketing Intelligence & Planning, 16(6), pp. 369–374.
   Google Scholar
• Erickson, G.S & Kushner, R.J. (1999) Public event networks: an application of marketing theory to sporting events. European Journal of Marketing, 33(3/4), pp. 348–364.
   Google Scholar
• Farrelly, F.J., Quester, P.G. & Burton, R. (1997) Integrating sports sponsorship into the corporate marketing function: an international comparative study. International Marketing Review, 14(3), pp. 170–182.
   Google Scholar
• Farrelly, F., Quester, P. & Smolianov, P. (1998) The Australian Cricket Board (ACB): mapping corporate relations. Corporate Communications: An International Journal, 3(4), pp. 150–155.
   Google Scholar
• Fuchs, S. (1994) La recherche en marketing sur le thème du sponsoring, du mécénat et du parrainage en France depuis 1984. Contribution à la présentation du bilan et des perspectives du champ disciplinaire. Revue Française du Marketing, 150, pp. 55–70.
   Google Scholar
• Gabrielsen, G. & Hansen, F. (2000) Quantifying effects of banner advertising. Advertising Research Group, Copenhagen Business School, Research paper no 4, 3 August.
   Google Scholar
• Ganassali, S. & Didellon, L. (1996) Le transfert comme principe central du parrainage. Recherche et Applications en Marketing, 11(1), pp. 37–48.
   Google Scholar
• Giannelloni, J-L. (1993) L’influence de la communication par l’événement sur la structure de limage de l’entreprise. Recherche et Applications en Marketing, 8(1), pp. 5–29.
   Google Scholar
• Giannelloni, J-L. & Valette-Florence, P. (1991) La mesure de l’efficacité de le communication par l’événement: une approche structurelle. In Proceedings of the Seventh Congress of the French Marketing Association (AFM), May, pp. 252–276. Association Française de Marketing.
   Google Scholar
• Gierl, H. & Eichenseer, B. (1990) Aufgeschlossenheit für Werbung mit Soziosponsoring. Jahrbuch der Absatz- und Verbrauchsforschung, 2, pp. 188–200.
   Google Scholar
• Gierl, H. & Kirchner, A. (1999) Emotionale Bindung und Imagetransfer durch Sportsponsoring. Transfer. Werbeforschung & Praxis, 44(3), pp. 32–35.
   Google Scholar
• Grégory, P. (1984) Sponsoring et mécénat: instruments de communication institutionnelle. Revue Française de Gestion, 47–48, pp. 163–175.
   Google Scholar
• Grimes, E. & Meenaghan, T. (1998) Focusing commercial sponsorship on the internal corporate audience. International Journal of Advertising, 17(1), pp. 51–74.
   Google Scholar
• Gwinner, K. (1997) A model of image creation and image transfer in event sponsorship. International Marketing Review, 14(3), pp. 145–158.
   Google Scholar
• Hackforth, J. (1989) Zwischen Bandenwerbung und Bandenwirkung. Erste Ergebnisse einer Studie zur EURO 88. In A. Hermanns (ed.) Sport- und Kultursponsoring, pp. 100–111. Munich: Vahlen.
   Google Scholar
• Hansen, F. & Halling, J. (2000) Estimation of emotional and evaluating effects of sports sponsorship. Advertising Research Group, Copenhagen Business School, Research paper no 6, 6 November.
   Google Scholar
• Hansen, F., Rasmussen, A. & Halling, J. (2001) Emotional responses to advertising, sponsoring and design. Advertising Research Group, Copenhagen Business School, Research paper no 11, 3 February.
   Google Scholar
• Harvey, B. (2001) Measuring the effects of sponsorships. Journal of Advertising Research, 41(1), pp. 59–65.
   Google Scholar
• Hermanns, A. (1987) Werbewirkung und Werbewirkungskontrollen im Sportsponsering. Planung und Analyse, 14(7), pp. 288–293.
   Google Scholar
• Hermanns, A. (1991) Zur Problematik der Sponsoring-Kontrolle. Werbeforschung & Praxis, 36(138), pp. 30–34.
   Google Scholar
• Hermanns, A. & Drees, N. (1989) Wirkungsaspekte bei der Nutzung offizieller Prädikate im Sportsponsoring. In A. Hermanns (ed.) Sport- und Kultursponsoring, pp. 112–121. Munich: Vahlen.
   Google Scholar
• Hermanns, A. & Glogger, A. (1995) Wirkungsforschung im Sportsponsoring. Werbeforschung & Praxis, 2, pp. 64–68.
   Google Scholar
• Hermanns, A., Drees, N. & Wangen, E. (1986) Zur Wahrnehmung von Werbebotschaften auf Rennfahrzeugen. Ein Beitrag zur Wirkungsforschung in der Sportwerbung. Marketing – Zeitschrift für Forschung und Praxis, 8(2), pp. 123–129.
   Google Scholar
• Hermanns, A., Drees, N. & Püttmann, M. (1986) Siegen mit Siegern? Sportwerbung ’86: Untersuchungsergebnisse. Absatzwirtschaft, 29, special edition no 10, pp. 220–233.
   Google Scholar
• Hoek, J. (1997) Ring ring: visual pun or passing off? An examination of theoretical and research issues arising from ambush marketing. Asia-Australia Marketing Journal, 5(1), pp. 33–43.
   Google Scholar
• Hoek, J., Gendall, P., Jeffcoat, M. & Orsman, D. (1997) Sponsorship and advertising: a comparison of their effects. Journal of Marketing Communications, 3(1), pp. 21–32.
   Google Scholar
• Hummel, M. (1989) Das Engagement von Unternehmen in Kunst und Kultur –Ausgewählte Ergebnisse einer empirischen Studie. In A. Hermanns (ed.) Sportund Kultursponsoring, pp. 183–194. Munich: Vahlen.
   Google Scholar
• IEG Sponsorship Report 2002 (2002) IEG, www.sponsorship.com
   Google Scholar
• IFM Köln – Institut für qualitative Markt- und Wirkungsanalysen (1993) Sponsoring wirkt anders. Qualitative Grundlagenstudie zu Chancen und Grenzen des Sponsoring. In H-J. Meier, A. Hermanns, A. Glogger & U.K.
   Google Scholar
• Wissmeier (eds) Sportsponsoring. Wirkungsforschung – Status und Pespektiven, pp. 100–104. Hamburg: Ufa Film- und Fernseh-GmbH.
   Google Scholar
• Ignaczak, J. (1986) Bandenwerbung – 163 mal auf dem Bildschirm! Wie oft im Kopf? Eine Untersuchung zu Aspekten der Werbewirkung der Bandenwerbung. Blickpunkt, 14, pp. 11–18. In M. Bruhn (ed.) Sponsoring. Unternehmen als Mäzene und Sponsorien, pp. 245–247. Wiesbaden: Gabler.
   Google Scholar
• Iordanov, P. & Nobi, D. (1989) Impact et approche qualitative de la communication sponsoring. In IREP (ed.) La Télévision en 1989: Audiences, Publicité et Recherche, pp. 243–258. Paris: IREP.
   Google Scholar
• Johar, G.V. & Pham, M.T. (1999) Relatedness, prominence, and constructive sponsor identification. Journal of Marketing Research, 36(3), pp. 299–312.
   Google Scholar
• Kern, H. & Salcher, E.F. (1990) Empirische Marktuntersuchung zum Sportsponsoring. In: P. Roth (ed.) Sportsponsoring, 2nd edn, pp. 185–203. Landsberg am Lech: Verlag Moderne Industrie.
   Google Scholar
• Koschler, G. & Merz, J. (1995) Sport sponsorship in isolation versus its integration into classical advertising. R’Activ: a case study on the effectiveness of sport sponsorship. In Proceedings of the ESOMAR Seminar on Advertising, Sponsorship and Promotion. March, pp. 105–124. Madrid: ESOMAR.
   Google Scholar
• Koth, T. (2000) Monetäre Konsequenzen von Sponsoring. Ein Schätzverfahren zur Beurteilung. Marketing -Zeitschrift für Forschung und Praxis, 22(4), pp. 313–326.
   Google Scholar
• Lardinoit, T. (1997) Réaction attitudinale des téléspectateurs aux campagnes de parrainage: étude de l’incidence de la conjonction des parrainages terrain et T.V. In Proceedings of the 13th Congress of the French Marketing Association (AFM), May, pp. 668–697. Toulouse: Association Française de Marketing.
   Google Scholar
• Lardinoit, T. (1998) Effet modérateur de limplication durable sur l’efficacité mémorielle de la conjonction des parrainages terrain et T.V. In Proceedings of the 14th Congress of the French Marketing Association (AFM), May, pp. 261–276. Bordeaux: Association Française de Marketing.
   Google Scholar
• Lardinoit, T. (1999) Interaction des parrainages terrain et TV: impact sur deux niveaux de mémorisation. In Proceedings of the 15th Congress of the French Marketing Association (AFM), 19–21 May, pp. 585–602. Strasbourg: Association Française de Marketing.
   Google Scholar
• Lardinoit, T. & Derbaix, C. (2001) Sponsorship and recall of sponsors. Psychology & Marketing, 18(2), pp. 167–190.
   Google Scholar
• Lardinoit, T. & Quester, P.G. (2001) Attitudinal effects of combined sponsorship and sponsors prominence on basketball in Europe. Journal of Advertising Research, 41(1), pp. 48–58.
   Google Scholar
• Lardinoit, T., Derbaix, C. & Gérard, P. (1996) Efficacité mémorielle du parrainage sportif: une étude de trois modalités de mise en oeuvre. In Proceedings of the 12th Congress of the French Marketing Association (AFM), May, pp. 569–582. Poitiers: Association Française de Marketing.
   Google Scholar
• Lee, M-S., Sandler, D.M. & Shani, D. (1997) Attitudinal constructs toward sponsorship. Scale development using three global sports events. International Marketing Review, 14(3), pp. 159–169.
   Google Scholar
• McCook, K., Turco, D. & Riley, R. (1997) A look at the corporate sponsorship decision-making process. Cyber-Journal of Sport Marketing (online), 1(3), available at www.cjsm.com.Vo11/mccook.html.
   Google Scholar
• McDaniel, S.R. (1999) An investigation of match-up effects in sport sponsorship advertising. Psychology & Marketing, 16(2), pp. 163–184.
   Google Scholar
• McDaniel, S.R. & Kinney, L. (1998) The implications of recency and gender effects on consumer response to ambush marketing. Psychology & Marketing, 15(4), pp. 385–403.
   Google Scholar
• McDaniel, S.R. & Mason, D.M. (1999) An exploratory study of influences on public opinion towards alcohol and tobacco sponsorship of sporting events. Journal of Services Marketing, 13(6), pp. 481–499.
   Google Scholar
• Mack, R.W. (1999) Event sponsorship: an exploratory study of small business objectives, practices, and perceptions. Journal of Small Business Management, 37(3), pp. 25–30.
   Google Scholar
• Madrigal, R. (2001) Social identity effects in a belief-attitude-intentions hierarchy: implications for corporate sponsorship. Psychology & Marketing, 18(2), pp. 145–165.
   Google Scholar
• Marshall, D. (1992) Does sponsorship always talk the same language? An overview of how attitudes to sponsorship vary across Europe. In Expoconsult (ed.) Sponsorship Europe ’92 Conference Proceedings (simultaneously: ESOMAR Seminar on Sponsorship), Monaco, 2–4 December, pp. 151–171. Maarssen, The Netherlands: ESOMAR.
   Google Scholar
• Mayer, H. & Christner, B. (1991) Der Hitchcock-Effekt im Sponsoring. Eine psychologische Untersuchung zur Wirkung des Kultursponsorings. Jahrbuch der Absatz- und Verbrauchsforschung, 4, pp. 347–360.
   Google Scholar
• Meenaghan, T. (1983) Commercial sponsorship. European Journal of Marketing, 17(7), pp. 18.
   Google Scholar
• Meenaghan, T. (1996) Ambush marketing – a threat to corporate sponsorship. Sloan Management Review, 38(1), pp. 103–113 (153).
   Google Scholar
• Meenaghan, T. (1998a) Ambush marketing: corporate strategy and consumer reaction. Psychology & Marketing, 15(4), pp. 305–322.
   Google Scholar
• Meenaghan, T. (1998b) Current developments and future directions in sponsorship. International Journal of Advertising, 17(1), pp. 3–28.
   Google Scholar
• Meenaghan, T. (2001) Understanding sponsorship effects. Psychology & Marketing, 18(2), pp. 95–122.
   Google Scholar
• Meenaghan, T. & Shipley, D. (1999) Media effect in commercial sponsorship. European Journal of Marketing, 33(3/4), pp. 328–347.
   Google Scholar
• Meir, R., Arthur, D., Tobin, J. & Massingham, C. (1997) Professional rugby league in Australia: a case study in sponsor awareness. Cyber-Journal of Sport Marketing (online), 1(3), available at www.cjsm.com.Vo11/Meir.html.
   Google Scholar
• Merbold, C. (1989) Sportsponsoring aus der Sicht eines Investitionsgüterherstellers. In A. Hermanns (ed.) Sport- und Kultursponsoring, pp. 122–132. Munich: Vahlen.
   Google Scholar
• Millmann, I. (1995) Broadcast sponsorship – the viewers views – what does it do for sponsors? Proceedings of the ESOMAR Seminar on Advertising, Sponsorship and Promotion. Madrid, March, pp. 125–145.
   Google Scholar
• Minquet, J.P.L. (1999) ‘Mondial’, sponsoring et finance. Revue Française du Marketing, 172(2), pp. 65–78.
   Google Scholar
• Miyazaki, A.D. & Morgan, A.G. (2001) Assessing market value of event sponsoring: corporate olympic sponsorships. Journal of Advertising Research, 41(1), pp. 9–15.
   Google Scholar
• Moore, J.N., Pickett, G.M. & Grove, S.J. (1999) The impact of a video screen and rotational-signage systems on satisfaction and advertising recognition. Journal of Services Marketing, 13(6), pp. 453–468.
   Google Scholar
• Müller, F. (1983) Banden- und Sportwerbung. Eine Untersuchung zur Wirkung von Bandenwerbung und zur Einstellung gegenüber Werbung im Sport. Interview und Analyse, 10(4/5), pp. 152–156.
   Google Scholar
• Mussler, D. (1989) Organisation und Durchführung des Sponsoring. In A. Hermanns (ed.) Sport- und Kultursponsoring, pp. 29–38. Munich: Vahlen.
   Google Scholar
• Nicholls, J.A.F., Roslow, S. & Dublish, S. (1999) Brand recall and brand preference at sponsored golf and tennis tournaments. European Journal of Marketing, 33(3/4), pp. 365–386.
   Google Scholar
• Nötzel, R. (1988) Zur Werbewirkung von Sportwerbung als regionales Medium. Planung und Analyse, 3, pp. 122–127.
   Google Scholar
• Olivier, A.J. & Kraak, E.M. (1997) Sponsorship effectiveness. What is driving consumer response? In European Society for Market Research (ed.) Proceedings of the 210th ESOMAR Seminar, New Ways for Integrated Communications, Paris, 16–18 April, Amsterdam: ESOMAR.
   Google Scholar
• Olkkonen, R. (2001) Case study: the network approach to international sport sponsorship arrangement. Journal of Business & Industrial Marketing, 16(4), pp. 309–329.
   Google Scholar
• Olkkonen, R., Tikkanen, H. & Alajoutsijärvi, K. (2000) Sponsorship as relationships and networks: implications for research. Corporate Communications: An International Journal, 5(1), pp. 12–18.
   Google Scholar
• Payne, M. (1998) Ambush marketing: the undeserved advantage. Psychology & Marketing, 15(4), pp. 323–331.
   Google Scholar
• Perlstein, J. & Piquet, S. (1985) La communication dans l’événement: sponsoring et mécénat. Revue Française du Marketing, 105, pp. 31–40.
   Google Scholar
• Pham, M.T. & Johar, G.V. (2001) Market prominence biases in sponsorship identification: processes and consequentiality. Psychology & Marketing, 18(2), pp. 123–143.
   Google Scholar
• Piquet, S. (1998) Sponsoring sportif et communication sociale. Revue Française de Gestion, 84, pp. 66–74.
   Google Scholar
• Piquet, S. (1999) Les stratégies des annonceurs dans le Mondial 1998. Revue Française du Marketing, 172(2), pp. 51–56.
   Google Scholar
• Pohl, K-W. (1991) Sponsoring et télévision en Allemagne. Revue Française du Marketing, 131, pp. 31–36.
   Google Scholar
• Pope, N.K.L. (1998a) Consumption values, sponsorship awareness, brand and product use. Journal of Product & Brand Management, 7(2), pp. 124–136.
   Google Scholar
• Pope, N.K.L. (1998b) Overview of current sponsorship thought. Cyber-Journal of Sport Marketing (online), 2(1), available at www.cjsm.com.Vol2/pope21.html.
   Google Scholar
• Pope, N.K.L. & Voges, K.E. (1997) An exploration of sponsorship awareness by product message location in televised sporting events. Cyber-Journal of Sport Marketing (online), 2(1), available at www.cjsm.com.Vo11/pope&voges.html.
   Google Scholar
• Püttmann, M. (1991) Musik-Sponsoring: Grundlagen und Ergebnisse einer Veranstalterbefragung. Werbeforschung & Praxis, 36(1), pp. 21–29.
   Google Scholar
• Quester, P.G. (1997a) Awareness as a measure of sponsorship effectiveness: the Adelaide Formula One Grand Prix and evidence of incidental ambush effects. Journal of Marketing Communications, 3(1), pp. 1–20.
   Google Scholar
• Quester, P.G. (1997b) Sponsorship returns: the value of naming rights. Corporate Communications: An International Journal, 2(3), pp. 101–108.
   Google Scholar
• Quester, P.G. & Farrelly, F. (1998) Brand association and memory decay effects of sponsorship: the case of the Australian Formula One Grand Prix. Journal of Product and Brand Management, 7(6), pp. 539–556.
   Google Scholar
• Quester, P.G. & Rungie, C. (1998) Hierarchical log linear analysis: an application to sponsorship. Cyber-Journal of Sport Marketing (online), 2(3), available at www.cjsm.com.Vol2/quester23.htm.
   Google Scholar
• Quester, P.G. & Thompson, B. (2001) Advertising and promotion leverage on arts sponsorship effectiveness. Journal of Advertising Research, 41(1), pp. 33–47.
   Google Scholar
• Quester, P.G., Farrelly, F. & Burton, R. (1998) Sports sponsorship management: a multinational comparative study. Journal of Marketing Communications, 4, pp. 115–128.
   Google Scholar
• Reiter, G. & Serr, T. (1991) Sportwerbung an der Bande. Wirkungsmessung anläßlich der Fußball-Weltmeisterschaft 1990 in Italien. Planung und Analyse, 4, pp. 143–146.
   Google Scholar
• Renner, J. & Tischler, S. (1977) Sportfans gegen Bandenwerber 6:4. Absatzwirtschaft, 20(2), February, pp. 34–36.
   Google Scholar
• Rose, V. (1987) Sponsoring sportif: on joue, on marque … on gagne? In Proceedings 8th ‘Journées des IAE’, Future et gestion de l’entreprise, Vol. 2, pp. 959–972. Poitier: Institut d’Administration des Entreprises.
   Google Scholar
• Schapira, L. (1999) Le sponsoring de la Coupe du Monde de Football 1998. Visibilité des partenaires et incidence sur la perception de leurs actions de sponsoring dans dautres domaines. Revue Française du Marketing, 172(2), pp. 79–84.
   Google Scholar
• Schumann, F. (1987) Und am Rand steigt der Bekanntheitsgrad. Die Wirkung der Bandenwerbung bei zwei ausgesuchten Spielen der Fußball Europameisterschaft 1984. In J. Hackforth (ed.) Sportmedien und Mediensport: Wirkungen – Nutzung – Inhalte der Sportberichterstattung, pp. 57–79. Berlin: Vistas.
   Google Scholar
• Shanahan, P. (1988) Using sponsorship to communicate to teenagers: ‘be your best’ a case study. ESOMAR, pp. 83–103.
   Google Scholar
• Shani, D. & Sandler, D.M. (1998) Ambush marketing: is confusion to blame for the flickering of the flame? Psychology & Marketing, 15(4), pp. 367–383.
   Google Scholar
• Shilbury, D. & Berriman, T. (1996) Sponsorship awareness: a study of St Kilda Football Club supporter. Sports Marketing Quarterly, 5(1), pp. 13–22.
   Google Scholar
• Stipp, H. (1998) The impact of Olympic sponsorship on corporate image. International Journal of Advertising, 17(1), pp. 75–87.
   Google Scholar
• Stipp, H. & Schiavone, N.P. (1996) Modeling the impact of Olympic sponsorship on corporate image. Journal of Advertising Research, 36(4), pp. 22–28.
   Google Scholar
• Studiengruppe Naether (1974) Untersuchungsreihe über Sportwerbung. In Beratungsgruppe Tischler (ed.) Sportwerbung – Wirkungen und Werbewert, 8th edn, pp. 92–101. Berlin: Naether.
   Google Scholar
• Thwaites, D. (1995) Professional football sponsorship – profitable or profligate? International Journal of Advertising, 14(2), pp. 149–164.
   Google Scholar
• Thwaites, D., Aguilar-Manjarrez, R. & Kidd, C. (1998) Sports sponsorship development in leading Canadian companies: issues & trends. International Journal of Advertising, 17(1), pp. 29–49.
   Google Scholar
• Troll, K.F. (1983a) Wirkung von Bandenwerbung – Bericht über ein Pilotprojekt. Jahrbuch der Absatz- und Verbraucherforschung, 29, pp. 201–220.
   Google Scholar
• Troll, K.F. (1983b) Bandenwerbung: Aufstiegschancen für Recall-Werte. Absatzwirtschaft, 8, pp. 38–42.
   Google Scholar
• Vignali, C. (1997) The MIXMAP-model for international sport sponsorship. European Business Review, 97(4), pp. 187–193.
   Google Scholar
• Walliser, B. (1992) The memorization of perimeter board advertising with and without supplementary classic advertising. In Expoconsult (ed.) Sponsorship Europe ’92 Conference Proceedings (simultaneously: ESOMAR Seminar on Sponsorship), Monaco, 2–4 December, pp. 249–259. Maarssen, The Netherlands: ESOMAR.
   Google Scholar
• Walliser, B. (1993) Modèle explicatif de l’influence du sponsoring sur le spectateur d’un événement sportif. In Proceedings of the 9th Congress of the French Marketing Association (AFM), May, pp. 668–697. Marseille: Association Française de Marketing.
   Google Scholar
• Walliser, B. (1994) Les déterminants de la mémorisation des sponsors. Revue Française du Marketing, 150, pp. 83–95.
   Google Scholar
• Walliser, B. (1996) Le rôle de l’intensité des émotions éprouvées par le téléspectateur dans la mémorisation des parrains. Recherche et Applications en Marketing, 11(1), pp. 6–19.
   Google Scholar
• Walliser, B. (1997a) A comparison of the effectiveness of perimeter and outdoor advertising. What sponsorship can learn from outdoor advertising. Asia-Australia Marketing Journal, 5(1), pp. 21–31.
   Google Scholar
• Walliser, B. (1997b) Über den Zusammenhang zwischen Markenbekanntheit und Wiedererkennung bei der Bandenwerbung. Marketing – Zeitschrift für Forschung und Praxis, 19(1), pp. 43–52.
   Google Scholar
• Walliser, B. & Nanopoulos, P. (2000) Qui a gagné la coupe du monde 1998? Déterminants et importance de lassociation durable des sponsors à l’événement. In Proceedings of the 16th Congress of the French Marketing Association (AFM), May, pp. 723–734. Montreal: Association Française de Marketing.
   Google Scholar
• Weidner, L.E. (1989) Sponsoring braucht Ziele. Ergebnisse einer Unternehmensbefragung. Jahrbuch der Werbung in Deutschland, Österreich und der Schweiz, 26. Düsseldorf: Econ Verlag, pp. 68–74.
   Google Scholar
• Wilson, G.A. (1997) Does sport sponsorship have a direct effect on product sales? Cyber-Journal of Sport Marketing (online), 1(4), available at www.cad.gu.edu.au/csjm/wilson.htm.
   Google Scholar
• Witt, G. & Angenendt, C. (1992) Wege der Wirkungskontrolle beim Sponsoring. Planung und Analyse, 3, pp. 10–14.
   Google Scholar
• Wolton, C. (1988) Arts sponsorship: harmony or discord? European Research, 16(2), pp. 87–94.
   Google Scholar
• Wright, R. (1988) Measuring awareness of British football sponsorship. European Research, 16(2), pp. 104–108.
   Google Scholar
• Zentes, J. & Deimel, K. (1991) Mécénat, encouragement à la culture, sponsoring – de nouvelles chances pour le marketing. Revue Française du Marketing, 131, pp. 13–29.
   Google Scholar