The impact of Olympic sponsorship on corporate image

International Journal of Advertising

Volumn 17, Issue 1, 1998, Pages 75-87

  Stipp, Horst ^a  

^a NBC   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0002637217     PISSN: 02650487     EISSN: None     Source Type: Journal    
DOI: 10.1080/02650487.1998.11104706     Document Type: Article

References (8)

1. Abratt, R., Clayton, B., & Pitt, L., (1987) ‘Corporate objectives in sports sponsorship’, International Journal of Advertising, 6, 299–311.
2. Crimmins, J., & Horn, M., (1996) ‘Sponsorship: from management ego trip to marketing success’, Journal of Advertising Research, 36, 11–21.
3. Meenaghan, T., (1991) ‘The role of sponsorship in the marketing communications mix’, International Journal of Advertising, 10, 35–47.
4. Sandler, D., & Shani, D., (1989) Olympic sponsorship vs. “ambush” marketing: who gets the gold?’, Journal of Advertising Research, 29, 9–14.
5. Schiavone, N., (1989) ‘Going for the gold in the ‘92 Games: lessons from NBC's summer '88 Olympics advertising research project’, Advertising Research Foundation 35th annual conference transcript proceedings, 179–188.
6. Schumann, D., & Thorson, E., (1990) ‘The influence of viewing context on commercial effectiveness’, Current Issues & Research in Advertising, 12, 1–24.
7. Stipp, H., & Schiavone, N., (1996) ‘Modeling the impact of Olympic sponsorship on corporate image’, Journal of Advertising Research, 36, 22–28.
8. Winters, L., (1986) The effect of brand advertising on company image: implications for corporate advertising’, Journal of Advertising Research, 26, 54–59.