Sponsorship: From management ego trip to marketing success

Journal of Advertising Research

Volumn 36, Issue 4, 1996, Pages 11-21

  Crimmins, James ^a   Horn, Martin ^a  

^a DDB Needham Chicago   (Australia)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0001855116     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: None     Document Type: Article

References (9)

1. Cornwell, T. Bettina, M. P. Gardner, and P. Shuman. "Sponsorship-Linked Marketing Development." Sport Marketing Quarterly IV, 4 (1995): 13-23.
2. Gardner, M. P., and P. Shuman. "Sponsorship and Small Business." Journal of Small Business Management (October 1988): 44-52.
3. Goodall, Jane. "Buying Power. Letting Companies Turn Green." Buzzworm, Inc. 4, 5 (1992): 16.
4. Heider, Fritz. "Attitudes and Cognitive Organization." Journal of Psychology 21 (1946): 107-12.
5. Javalgi, R. G., Mark B. Traylor, Andrew C. Gross, and Edward Lampman. "Awareness of Sponsorship and Corporate Image: An Empirical Investigation." Journal of Advertising, 23, 4 (1994): 47-58.
6. McKeon, J. Michael. "Demographics' Impact on Attitudes Toward Sponsors." IEG Sponsorship Report, September 6, 1993.
7. Performance Research. "Performance Research Quantifies NASCAR Impact." In IEG Sponsorship Report, January 31, 1994.
8. Pokrywczynski, James. "The Differential Impact of Televised Exposure to Sports Arena Displays vs. Commercials." Presented to the American Academy of Advertising Conference, April 1994.
9. Sandier, Dennis M., and David Shani. "Olympic Sponsorship vs. 'Ambush' Marketing: Who Gets the Gold?" Journal of Advertising Research 29, 4 (1989): 9-14.