Attitudinal constructs towards sponsorship: Scale development using three global sporting events

International Marketing Review

Volumn 14, Issue 3, 1997, Pages 159-169

  Lee, Myung Soo ^a   Sandler, Dennis M ^b   Shani, David ^c  

^a CITY UNIVERSITY OF NEW YORK   (United States)

^b PACE UNIVERSITY   (United States)

^c Department of Health and Exercise Science   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0040767605     PISSN: 02651335     EISSN: None     Source Type: Journal    
DOI: 10.1108/02651339710170230     Document Type: Article

References (32)

1. Abratt, R., Clayton, B.C. and Pitt, L.F. (1987), "Corporate objectives in sports sponsorship", International Journal of Advertising, Vol. 6, pp. 299-311.
2. Bayless, A. (1988), "Ambush marketing is becoming popular event at Olympic Games", Watt Street Journal, 8 February, p. B1.
3. Bearden, W.O., Netemeyer, R.G. and Mobley, M.F. (1993), Handbook of Marketing Scales, Sage, Newbury Park, CA, p. 4.
4. Churchill, G.A. (1979), "A paradigm for developing better measures of marketing constructs", Journal of Marketing Research, February, pp. 64-73.
5. Cornwell, T.B. (1995), "Sponsorship-linked marketing development", Sport Marketing Quarterly, Vol. 12 No. 4, pp. 13-24.
6. DeVellis, R.F. (1991), Scale Development: Theory and Applications, Sage, Newbury Park, CA, p. 85.
7. Eisenhart, T. (1988), "Sport chances zap competitors",Business Marketing, January, pp. 92-7.
8. Gardner, M.P. and Shuman, P.J. (1987), "Sponsorship: an important component of the promotions mix", Journal of Advertising, Vol. 16, pp. 11-7.
9. Hastings, G.B. (1984), "Sponsorship works differently from advertising", International Journal of Advertising, Vol. 3, pp. 171-6.
10. Head, V. (1981), Sponsorship: The Newest Market Skill, Wodhead Faulkner, Cambridge, UK
11. Irwin, R.L. and Asimakopoulos, M.K. (1992), "An approach to the evaluation and selection of sport- sponsorship proposals", Sport Marketing Quarterly, Vol. 1 No. 2, pp. 43-51.
12. Komoroski, L. and Biemone, H. (1996), "Sponsor accountability: designing and utilizing an evaluation system", Sport Marketing Quarterly, Vol. 2, pp. 35-9.
13. MacKenzie, S.B. and Lute, R.J. (1989), "An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context of Journal of Marketing, Vol. 53, April, pp. 48-65.
14. McDaniel, S.R. and Kinney, L. (1996), "Ambush marketing revisited: an experimental study of perceived sponsorship effects on brand awareness, attitude toward the brand, and purchase intention", Journal of Promotion Management, Vol. 3, pp. 141-67.
15. McDonald, C. (1991), "Sponsorship and the image of the sponsor" of European Journal of Marketing, Vol. 25 No. 11, pp. 31-8.
16. Meenaghan, T. (1983), "Commercial sponsorship", European Journal of Marketing, Vol. 7 No. 7, pp. 5-73.
17. Meenaghan, J.A. (1991), "The role of sponsorship in the marketing communications mix", International Journal of Advertising, Vol. 10, pp. 35-47.
18. Meenaghan, T. (1994), "Point of view: ambush marketing: immoral or imaginative practice?", Journal of Advertising Research, September, pp. 77-88.
19. Mooij, M.K. and Keegan, W. (1991), Advertising Worldwide, Prentice-Hall, New York, NY.
20. Mullin, B.J., Hardy, S. and Sutton, W.A. (1993), Sport Marketing, Human Kinetics Publishers, Champaign, IL.
21. Parker, K. (1991), "The sponsorship - the research contribution", European Journal of Marketing, Vol. 25 No. 11, pp. 22-30.
22. Peter, P.J. (1979), "Reliability: psychometric, basics and marketing practices", Journal of Marketing Research, Vol. 16, pp. 6-17.
23. Polonsky, M., Sandler, D., Casey, M., Murphy, S., Portelli, K. and VanVelzen, Y. (1996), "Small business and sport sponsorship: the Australian experience", Journal of Promotion Management, Vol. 3, pp. 121-39.
24. Sandler, D.M. and Shani, D. (1989), "Olympic sponsorship vs. 'ambush' marketing: who gets the gold?", Journal of Advertising Research, Vol. 29, August-September, pp. 9-14.
25. Sandler, D.M. and Shani, D. (1992), "The value of sponsorship in sports marketing: an empirical study", in Reid, L.R. (Ed.), Proceedings of the 1992 Conference of The American Academy of Advertising, pp. 82-3.
26. Sandler, D.M. and Shani, D. (1993), "Sponsorship and the Olympic Games: the consumer perspective", Sport Marketing Quarterly, Vol. 2 No. 3, pp. 38-43.
27. Scott, D.R., and Suchard, H.T. (1992), "Motivations for Australian expenditure on sponsorship - an analysis", International Journal of Advertising, Vol. 11 No. 4, pp. 325-32.
28. Shani, D. and Sandier, D.M. (1996), "The sports event pyramid", Marketing News, 26 August, p. 16.
29. Shanklin, W.L. and Kuzma, J.R. (1992), "Buying that sporting image", Marketing Management, Spring, pp. 59-65.
30. Singh, J. (1995), "Measurement issues in cross-national research", Journal of International Business Studies, Third Quarter, pp. 597-619.
31. Waite, N. (1979), "Sponsorship in context", unpublished PhD thesis, Cranfield Institute of Management.
32. Witcher, B., Craigen, J.G., Culligan, D. and Harvey, A. (1991), "The links between objectives and function in organizational sponsorship", International Journal of Advertising, Vol.10, pp. 13-33.