Assessing market value of event sponsoring: Corporate olympic sponsorships

Journal of Advertising Research

Volumn 41, Issue 1, 2001, Pages 9-15

  Miyazaki, Anthony D ^a   Morgan, Angela G ^b  

^a UNIVERSITY OF MIAMI   (United States)

^b CLEMSON UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0039481417     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: 10.2501/JAR-41-1-9-15     Document Type: Article

References (46)

1. AAKER, DAVID A. Building Strong Brands. New York, NY: The Free Press, 1996.
2. ABRATT, RUSSELL, and PIETER SCHALK GROBLER. "The Evaluation of Sports Sponsorships." International Journal of Advertising 8, 1 (1989): 351-62.
3. ADWEEK. "Can You Name Three Official U.S. Olympic Sponsors?" February 21, 1994.
4. AGRAWAL, JAGDISH, and WAGNER A. KAMAKURA. "The Economic Worth of Celebrity Endorsers: An Event Study Analysis." Journal of Marketing 59, 3 (1995): 56-62.
5. ANDREASEN, ALAN R. "Profits for Nonprofits: Find a Corporate Partner." Harvard Business Review 74, 6 (1996): 47-59.
6. BARONE, MICHAEL J., ANTHONY D. MIYAZAKI, and KIMBERLY A. TAYLOR. "The Influence of Cause-Related Marketing on Consumer Choice: Does One Good Turn Deserve Another?" Journal of the Academy of Marketing Science 28, 2 (2000): 248-62.
7. BENEZRA, KAREN. "Brand Builders - Sports Marketing: BK's Gridiron Gambit." Brandweek October 23, 1995.
8. BROWN, TOM J., and PETER A. DACIN. "The Company and the Product: Corporate Associations and Consumer Product Responses." Journal of Marketing 61, 1 (1997): 68-84.
9. BROWN, STEPHEN, J., and JEROLD B. WARNER. "Using Daily Stock Returns: The Case of Event Studies." Journal of Financial Economics 14, 3 (1985): 3-31.
10. CHANEY, PAUL K., TIMOTHY M. DEVINNEY, and RUSSELL S. WINER. "The Impact of New Product Introductions on the Market Value of Firms." Journal of Business 64, 4 (1991): 573-610.
11. COPELAND, ROBERT, WENDY FRISBY, and RON MCCARVILLE. "Understanding the Sport Sponsorship From a Corporate Perspective." Journal of Sport Management 10, 1 (1996): 32-48.
12. CORNWELL, T. BETTINA. "Sponsorship-Linked Marketing Development." Sport Marketing Quarterly 4, 4 (1995): 13-24.
13. CRIMMINS, JAMES, and MARTIN HORN. "Sponsorship: From Management Ego Trip to Marketing Success." Journal of Advertising Research 36, 4 (1996): 11-21.
14. DRUMWRIGHT, MINETTE E. "Company Advertising With a Social Dimension: The Role of Noneconomic Criteria." Journal of Marketing 60, 4 (1996): 71-87.
15. THE ECONOMIST. "City of Latter-Day Scandal." January 30, 1999.
16. FARRELLY, FRANCIS JOHN, PASCALE G. QUESTER, and RICHARD BURTON. "Integrating Sports Sponsorship into the Corporate Marketing Function: An International Comparative Study." International Marketing Review 14, 3 (1997): 170-82.
17. GENERAL ACCOUNTING OFFICE. Postal Service 1992 Olympic Sponsorship - Profit or Loss Is Unknown, Report to the Subcommittee on Federal Services, Post Office and Civil Service, Committee on Governmental Affairs, U.S. Senate, GAO/GGD-93-89, (July 23, 1993), Washington, DC: General Accounting Office.
18. GREISING, DAVID. "Run, Jump and Sell: Commercial Exploitation of Sports Explodes." Business Week, July 29, 1996.
19. GWINNER, KEVIN. "A Model of Image Creation and Image Transfer in Event Sponsorship." International Marketing Review 14, 3 (1997): 145-58.
20. HART, HEATHER, NICHOLAS SCHIAVONE, and HORST STIPP. "The Value of Olympic Sponsorship." Admap, September 1998.
21. HARTE, SUSAN. "GM Expects Impressive Return on Investment in Olympics." Atlanta Journal and Constitution, March 10, 1995.
22. HEATH, TIMOTHY B., MICHAEL S. MCCARTHY, and DAVID L. MOTHERSBAUGH. "Spokesperson Fame and Vividness Effects in the Context of Issue-Relevant Thinking: The Moderating Role of Competitive Setting." Journal of Consumer Research 20, 4 (1994) 520-34.
23. HO, RODNEY. "Olympic Exclusivity Isn't in the Cards for NationsBank." Atlanta Journal and Constitution, February 8, 1995.
24. HOEK, JANET. "Sponsorship: An Evaluation of Management Assumptions and Practices." Marketing Bulletin, 10, 1998.
25. HOROVITZ, BRUCE. "Sponsors Go for Gold - Sponsors Warm Up a Year before Games." USA Today, July 19, 1995.
26. KELLER, KEVIN LANE. "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity." Journal of Marketing 57, 1 (1993): 1-22.
27. KNIGHT, ATHELIA. "As Games Approach, Sponsors Are All Business: Competition Is Heated Among Advertisers." Washington Post, October 19, 1995.
28. LANE, VICKI, and ROBERT JACOBSON. "Stock Market Reactions to Brand Extension Announcements: The Effects of Brand Attitude and Familiarity." Journal of Marketing 59, 1 (1995): 63-77.
29. LEE, MYUNG-SOO, DENNIS M. SANDLER, and DAVID SHANI. "Attitudinal Constructs Toward Sponsorship: Scale Development Using Three Global Sporting Events." International Marketing Review 14, 3 (1997): 159-69.
30. MARKETING NEWS. "Plan Urges Corporate Sponsors for Schools." January 16, 1995.
31. MEENAGHAN, TONY. "Ambush Marketing - A Threat to Corporate Sponsorship." Sloan Management Review 38, 1 (1996): 103-13.
32. _. "Current Developments and Future Directions in Sponsorship." International Journal of Advertising 17, 1 (1998): 3-28.
33. OSTERHUS, THOMAS L. "Pro-Social Consumer Influence Strategies: When and How Do They Work?" Journal of Marketing 61, 4 (1997): 16-29.
34. NEW YORK TIMES. "In 'Trolling for Sponsors,' Organizers of the 1996 Games Are Playing Against the Clock - and Trailing." August 31, 1995.
35. SCHLOSSBERG, HOWARD. "New Service Helps Measure Impact of Sponsorships." Marketing News, January 3, 1994.
36. SIMON, VYV, and ANDREW JENNINGS. Dishonored Games: Corruption, Money, and Greed at the Olympics. New York, NY: Shapolsky Publishers, 1992.
37. STARR, MARK, and KAREN SPRINGEN. "A Piece of the Olympic Action." Newsweek, January 15, 1996.
38. STIPP, HORST. "The Impact of Olympic Sponsorship on Corporate Image." International Journal of Advertising 17, 1 (1998): 75-87.
39. _, and NICHOLAS B. SCHIAVONE. "Modeling the Impact of Olympic Sponsorship on Corporate Image." Journal of Adverstising Research 36, 4 (1996): 22-28.
40. STOTLAR, DAVID K. Successful Sport Marketing. Madison, WI: WCB Brown & Benchmark, 1993.
41. _. "Commodification of the Olympic Games through Polysemic Marketing." In Proceedings of the Seventh Bi-annual World Marketing Congress, Vol. 7-3. Coral Gables, FL: Academy of Marketing Science, 1995.
42. THOMAS, JR., EMORY. "The Bottom Line: Is an Olympic Sponsorship Worth It? As the Price Climbs, Companies Are Desperate to Find Out." Wall Street Journal, July 19, 1996.
43. TURNER, MELISSA. "Delta Chief Sees Link to Olympics as Worth the Cost." Atlanta Journal and Constitution, July 20, 1994.
44. VARADARAJAN, P. RAJAN, and ANIL MENON. "Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy." Journal of Marketing 52, 3 (1988): 58-74.
45. THE WALL STREET JOURNAL. "Through the Years: Highlights and Lowlights from a Century of Olympic Competition and Commerce." July 19, 1996.
46. WELLS, MELANIE. "Sporting an Ad Blitz - Marketers Tie Brand Names to Major Events." USA Today, December 8, 1995.