Examination of Affective Responses to Images in Sponsorship-Linked Marketing
نویسندگان
چکیده
منابع مشابه
Sponsorship-linked Marketing: Opening the Black Box
Sponsorship of sports, arts, and causes has become a mainstream marketing communications tool. A great deal of fieldwork has attempted to gauge the relative effectiveness of sponsorship in a marketing context, but these weakly controlled field studies contribute little to our understanding of how individuals process sponsorship-linked marketing communications. By considering possible underlying...
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Corporate sponsorship of events contributes significantly to marketing aims, including brand awareness as measured by recall and recognition of sponsor-event pairings. Unfortunately, resultant advantages accrue disproportionately to brands having a natural or congruent fit with the available sponsorship properties. In three cued-recall experiments, the effect of articulation of sponsorship fit ...
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Ambush marketing is often regarded as an unethical marketing activity that decreases the effectiveness of legitimate sponsorship and degrades it as a promotion investment. However, there is little empirical research to support these claims and the research that does exist typically focuses on respondents’ attitudes and beliefs rather than their behaviour. Perceptions of sponsors are often shape...
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0007-6813/$ see front matter D 200 doi:10.1016/j.bushor.2004.10.003 B This manuscript was accepted un W. Organ. * Corresponding author. E-mail addresses: francis.farrelly@ (F. Farrelly)8 pascale.quester@adelaide
متن کاملUse of corporate sponsorship as a tobacco marketing tool: a review of tobacco industry sponsorship in the USA, 1995-99.
OBJECTIVE To describe the nature and extent of tobacco company sponsorship in the USA during the period 1995-99 and analyse this sponsorship in a marketing context. DESIGN A cross-sectional study of tobacco company sponsorships identified through a customised research report from IEG Inc, and from internet web site searches. METHODS First, a customised report was received from IEG Inc, whic...
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ژورنال
عنوان ژورنال: Journal of Global Sport Management
سال: 2016
ISSN: 2470-4067,2470-4075
DOI: 10.1080/24704067.2016.1240947