Modeling the Effects of Sponsorship-Linked Marketing: When Does Memory Matter?

References

• Biscaia, R., Correia, A., Rosado, A. F., Ross, S. D., & Maroco, J. (2013). Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions. Journal of Sport Management, 27(4), 288–302.
   Web of Science ®Google Scholar
• Chen, S., & Chaiken, S. (1999). The heuristic-systematic model in its broader context. Dual-Process Theories in Social Psychology, 15, 73–96.
   Google Scholar
• Close, A. G., & Lacey, R. (2014). How the anticipation can be as great as the experience: Explaining event sponsorship exhibit outcomes via affective forecasting. Journal of Current Issues & Research in Advertising, 35(2), 209–224.
   Google Scholar
• Coppetti, C., Daniel, W., Tomczak, T., & Henkel, S. (2009). Improving incongruent sponsorship through articulation of the sponsorship and audience participation. Journal of Marketing Communications, 15(1), 17–34.
   Google Scholar
• Cornwall, T. B. (2008). State of art and science in sponsorship-linked marketing. Journal of Advertising, 37(3), 41–55.
   Web of Science ®Google Scholar
• Cornwell, T. B., & Coote, L. V. (2005). Corporate sponsorship of a cause: The role of identification in purchase intent. Journal of Business Research, 58(3), 268–276.
   Web of Science ®Google Scholar
• Cornwell, T. B., & Humphreys, M. S. (2013). Memory for sponsorship relationships: A critical juncture in thinking. Psychology & Marketing, 30(5), 394–407.
   Web of Science ®Google Scholar
• Cornwell, T. B., Humphreys, M. S., Maguire, A. M., Weeks, C. S., & Tellegen, C. L. (2006). Sponsorship-linked marketing: The role of articulation in memory. Journal of Consumer Research, 33(3), 312–321.
   Web of Science ®Google Scholar
• Cornwell, T. B., Weeks, C. S., & Roy, D. P. (2005). Sponsorship-linked marketing: Opening the black box. Journal of Advertising, 34(2), 21–42.
   Web of Science ®Google Scholar
• Davies, F., & Tsiantas, G. (2008). Selection of leveraging strategies by national Olympic sponsors: A proposed model. International Journal of Sports Marketing & Sponsorship, 9(4), 271–289.
   Web of Science ®Google Scholar
• Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. Orlando, FL: Harcourt Brace Jovanovich College Publishers.
   Google Scholar
• Fahy, J., Farrelly, F., & Quester, P. (2004). Competitive advantage through sponsorship: A conceptual model and research proposition. European Journal of Marketing, 38(8), 1013–1030.
   Google Scholar
• Gwinner, K. P., & Eaton, J. (1999). Building brand image through event sponsorship: The role of image transfer. Journal of Advertising, 28(4), 47–57.
   Web of Science ®Google Scholar
• Gwinner, K., & Swanson, S. R. (2003). A model of fan identification: Antecedents and sponsorship outcomes. Journal of Services Marketing, 17(3), 275–294.
   Google Scholar
• Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Upper Saddle River, NJ: Prentice Hall.
   Google Scholar
• Hardesty, D. M., & Bearden, W. O. (2004). The use of expert judges in scale development: Implications for improving face validity of measures of unobservable constructs. Journal of Business Research, 57(2), 98–107.
   Web of Science ®Google Scholar
• Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis. New York, NY: Guilford.
   Google Scholar
• Huff, L., & Alden, M. (1998). An investigation of consumer response to sales promotions in developing markets: A three-country analysis. Journal of Advertising Research 38(3), 47–56.
   Web of Science ®Google Scholar
• IEG Sponsorship Report. (2014). 2014 IEG Sponsorship Report: Survey finds sponsors looking for slightly different benefits and services from properties. Retrieved December 16, 2015, from http://www.performanceresearch.com/2014-IEG-B2B.pdf
   Google Scholar
• Javalgi, R. G., Traylor, M. B., Gross, A. C., & Lampman, E. (1994). Awareness of sponsorship and corporate image: An empirical investigation. Journal of Advertising, 23(4), 47–58.
   Web of Science ®Google Scholar
• Johar, G. V., Pham, M. T., & Wakefield, K. L. (2006). How event sponsors are really identified: A (baseball) field analysis. Journal of Advertising Research, June, 183–198.
   Web of Science ®Google Scholar
• Kapraun, C. U. (2009). Please think beyond increase brand awareness. IEG Sponsorship Blog. Retrieved from http://www.sponsorship.com/About-IEG/Sponsorship-Blogs/Carrie-Urban-Kapraun/August-2009/Please-Think-Beyond–Increase-Brand-Awareness-.aspx
   Google Scholar
• Ko, Y. J., Kim, K., Claussen, C. L., & Kim, T. H. (2008). The effects of sport involvement, sponsor awareness and corporate image on intention to purchase sponsors' products. International Journal of Sports Marketing and Sponsorship, 9(2), 6–21.
   Web of Science ®Google Scholar
• Lardinoit, T., & Derbaix, C. (2001). Sponsorship and recall of sponsors. Psychology and Marketing, 18(2), 167–190.
   Web of Science ®Google Scholar
• MacKenzie, S. B., & Podsakoff, P. M. (2012). Common method bias in marketing: Causes, mechanisms, and procedural remedies. Journal of Retailing, 88(4), 542–555.
   Web of Science ®Google Scholar
• Madrigal, R. (2001). Social identity effects in a belief-attitude-intentions hierarchy: Implications for corporate sponsorship. Psychology and Marketing, 18(2), 145–165.
   Web of Science ®Google Scholar
• McAlister, A. R., Kelly, S. J., Humphreys, M. S., & Cornwell, T. B. (2012). Change in a sponsorship alliance and the communication implications of spontaneous recovery. Journal of Advertising, 41(1), 5–16.
   Web of Science ®Google Scholar
• McCarville, R. E., Flood, C. M., & Froats, T. A. (1998). The effectiveness of selected promotions on spectators' assessments of a nonprofit sporting event sponsor. Journal of Sport Management, 12, 51–62.
   Web of Science ®Google Scholar
• McDaniel, S. R. (1999). An investigation of match-up effects in sport sponsorship advertising: The implications of consumer advertising schemas. Psychology and Marketing, 16(2), 163–184.
   Web of Science ®Google Scholar
• Meenaghan, T. (2013). Measuring sponsorship performance: Challenge and direction. Psychology and Marketing, 30(5), 385–393.
   Web of Science ®Google Scholar
• Meenaghan, T., McLoughlin, D., & McCormack, A. (2013). New challenges in sponsorship evaluation actors, new media, and the context of praxis. Psychology & Marketing, 30(5), 444–460.
   Web of Science ®Google Scholar
• Mehta, A., & Purvis, S. C. (2006). Reconsidering recall and emotion in advertising. Journal of Advertising Research, 46(1), 49–56.
   Web of Science ®Google Scholar
• Nickell, D. T., Cornwell, T. B., & Johnston, W. J. (2011). Sponsorship-linked marketing: A set of research propositions. Journal of Business & Industrial Marketing, 26(8), 577–589.
   Web of Science ®Google Scholar
• Nielsen Scarborough. (n.d.). Number of people who attended any NASCAR event within the last 12 months in the United States from spring 2008 to spring 2016 (in millions). In Statista–The Statistics Portal. Retrieved from https://www.statista.com/statistics/232189/any-nascar-event-attendance-usa/
   Google Scholar
• Odland, S. (2012, February 27). NASCAR's back! Forbes Magazine. Retrieved from http://www.forbes.com/sites/steveodland/2012/02/27/nascars-back/
   Google Scholar
• O’Reilly, N., & Horning, D. L. (2013). Leveraging sponsorship: The activation ratio. Sport Management Review, 16(4), 424–437.
   Web of Science ®Google Scholar
• Papadimitriou, D., & Apostolopoulou, A. (2009). Olympic sponsorship activation and the creation of competitive advantage. Journal of Promotion Management 15(1-2), 90–117.
   Google Scholar
• Pope, N. K., & Voges, K. E. (2000). The impact of sport sponsorship activities: Corporate image and prior use on a consumer purchase intent. Sport Marketing Quarterly, 9(2), 97–102.
   Google Scholar
• Pham, M. T., & Johar, G. V. (2001). Market prominence biases in sponsor identification: Processes and consequentiality. Psychology and Marketing, 18(2), 123–143.
   Web of Science ®Google Scholar
• Polonsky, J. M., & Speed, R. (2001). Linking sponsorship and cause related marketing: Complementarities and Conflicts. European Journal of Marketing, 35(11/12), 1361–1389.
   Google Scholar
• Quester, G. P., & Thompson, B. (2001). Advertising and promotion leverage on arts sponsorship effectiveness. Journal of Advertising Research, 41(1), 33–47.
   Web of Science ®Google Scholar
• Reinold, T., & Tropp, J. (2012). Integrated marketing communications: How can we measure its effectiveness?. Journal of Marketing Communications, 18(2), 113–132.
   Google Scholar
• Roberts, K. (2009). Kevin Roberts. In S. Whatling and R. Gillis (Eds.), Defining sponsorship (p. 2). London, UK: Redmandarin.
   Google Scholar
• Simmons, C. J., & Becker-Olsen, K. L. (2006). Achieving marketing objectives through social sponsorships. Journal of Marketing, 70, 154–169.
   Web of Science ®Google Scholar
• Skildum-Reid, K. (2009, October 7). Why Olympic sponsorships aren't effective. Retrieved from https://hbr.org/2009/10/olympic-sponsorships
   Google Scholar
• Sneath, J. Z., Finney, R. Z., & Close, A. G. (2005). An IMC approach to event marketing: The effects of sponsorship and experience on customer attitudes. Journal of Advertising Research, 45(4), 373–381.
   Web of Science ®Google Scholar
• Speed, R., & Thompson, P. (2000). Determinants of sports sponsorship response. Journal of the Academy of Marketing Science, 28(2), 226–238.
   Web of Science ®Google Scholar
• Sutton, B. (2007, September 24–30). NASCAR model uses driver-fan-sponsor reciprocity for success. Street & Smith's Sports Business Journal. Retrieved from http://www.sportsbusinessdaily.com/Journal/Issues/2007/09/20070924/From-The-Field-Of/NASCAR-Model-Uses-Driver-Fan-Sponsor-Reciprocity-For-Success
   Google Scholar
• Wakefield, K. L., & Bennett, G. (2010). Affective intensity and sponsor identification. Journal of Advertising, 39(3), 99–111.
   Web of Science ®Google Scholar
• Wakefield, K. L., Becker-Olsen, K., & Cornwell, T. B. (2007). I spy a sponsor: The effects of sponsorship level, prominence, relatedness, and cueing on recall accuracy. Journal of Advertising, 36(4), 61–74.
   Web of Science ®Google Scholar
• Walraven, M., Bijmolt, T. H., & Koning, R. H. (2014). Dynamic effects of sponsoring: How sponsorship awareness develops over time. Journal of Advertising, 43(2), 142–154.
   Web of Science ®Google Scholar
• Weeks, C. S., Cornwell, T. B., & Drennan, J. C. (2008). Leveraging sponsorships on the internet: Activation, congruence, and articulation. Psychology and Marketing, 25(7), 637–654.
   Web of Science ®Google Scholar