Sponsorship-linked marketing: Opening the black box

Journal of Advertising

Volumn 34, Issue 2, 2005, Pages 21-42

  Cornwell, T Bettina ^a   Weeks, Clinton S ^a   Roy, Donald P ^b  

^a UNIVERSITY OF QUEENSLAND   (Australia)

^b MIDDLE TENNESSEE STATE UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 23844541073     PISSN: 00913367     EISSN: None     Source Type: Journal    
DOI: 10.1080/00913367.2005.10639194     Document Type: Article

References (110)

1. Aaker, David A. (1996), Building Strong Brands, New York: Free Press.
2. Alba, Joseph W., and J. Wesley Hutchinson (1987), “Dimensions of Consumer Expertise,” Journal of Consumer Research, 13 (March), 411-454.
3. Amis, John, Trevor Slack, and Tim Berrett (1999), “Sport Sponsorship as Distinctive Competence,” European Journal of Marketing, 33 (3/4), 250-272.
4. Asch, Solomon E., and Marged Lindner (1963), “A Note on ‘Strength of Association,’” Journal of Psychology, 55 (1), 199-209.
5. Ashforth, Blake E., and Fred Mael (1989), “Social Identity Theory and the Organization,” Academy of Management, 14 (1), 2039.
6. Bain, John D., and Michael S. Humphreys (1988), “Relational Context: Independent Cues, Meanings or Configurations?” in Memory in Context: Context in Memory, Graham M. Davies and Donald M. Thomson, eds., Oxford: John Wiley, 97-137.
7. Bargh, John A. (2002), “Losing Consciousness: Automatic Influences on Consumer Judgment, Behavior, and Motivation,” Journal of Consumer Research, 29 (2), 280-285.
8. Becker-Olsen, Karen, and Carolyn J. Simmons (2002), “When Do Social Sponsorships Enhance or Dilute Equity? Fit, Message Source, and the Persistence of Effects,” in Advances in Consumer Research, vol. 29, Susan M. Broniarczyk and Kent Nakamoto, eds., Provo, UT: Association for Consumer Research, 287-289.
9. Bennett, Roger (1999), “Sports Sponsorship, Spectator Recall and False Consensus,” European Journal of Marketing, 33 (3/ 4), 291-313.
10. Bobinski, George S., Jr., and Gabriel G. Ramirez (1994), “Advertising to Investors: The Effect of Financial-Relations Advertising on Stock Volume and Price,” Journal of Advertising, 23 (4), 13-28.
11. Bornstein, Robert F. (1989), “Exposure and Affect: Overview and Meta-Analysis of Research, 1968-1987,” Psychological Bulletin, 106 (2), 265-289.
12. Branscombe, Nyla R., and Daniel L. Wann (1991), “The Positive Social and Self Concept Consequences of Sports Team Identification,” Journal of Sport and Social Issues, 15 (2), 115-127.
13. Broach, V. Carter, Jr., Thomas J. Page, Jr., and R. Dale Wilson (1995), “Television Programming and Its Influence on Viewers’ Perceptions of Commercials: The Role of Program Arousal and Pleasantness,” Journal of Advertising, 24 (4), 45-54.
14. Brockington, Langdon (2003), “SoBe’s Deal Nabs Summer, Winter Games,” Street and Smith’s Sports Business Journal, 6 (2), 6.
15. Celsi, Richard L., and Jerry C. Olson (1988), “The Role of Involvement in Attention and Comprehension Processes,” Journal of Consumer Research, 15 (2), 210-255.
16. Clark, John M., T. Bettina Cornwell, and Stephen W. Pruitt (2002), “Corporate Stadium Sponsorship, Signaling Theory, Agency Conflicts and Shareholder Wealth,” Journal of Advertising Research, 42 (6), 16-32.
17. Cornwell, T. Bettina (1995), “Sponsorship-linked Marketing Development,” Sport Marketing Quarterly, 4 (4), 13-24.
18. Cornwell, T. Bettina (1999), “Recent Developments in International Sponsorship Research,” Sponsorship Business Review, 2 (December), 36-42.
19. Cornwell, T. Bettina, and Leonard V. Coote (2005), “Corporate Sponsorship of a Cause: The Role of Identification in Purchase Intent,” Journal of Business Research, 58 (3), 268-276.
20. Cornwell, T. Bettina, and Isabelle Maignan (1998), “An International Review of Sponsorship Research,” Journal of Advertising, 27 (1), 1-21.
21. Cornwell, T. Bettina, Stephen W. Pruitt, and Robert Van Ness (2001), “An Exploratory Analysis of the Value of Winning in Motorsports: Sponsorship-linked Marketing and Shareholder Wealth,” Journal of Advertising Research, 41 (1), 17-31.
22. Cornwell, T. Bettina, Donald P. Roy, and Edward A. Steinard (2001), “Exploring Managers’ Perceptions of the Impact of Sponsorship on Brand Equity,” Journal of Advertising, 30 (2), 41-51.
23. Cornwell, T. Bettina, Michael S. Humphreys, Angie Maguire, and Cassandra L. Tellegen (2003), “The Role of Articulation in Sponsorship-linked Marketing,” in Proceedings of the 2003 Advertising and Consumer Psychology Conference, Lynn R. Kahle and Chung-Hyun Kim, eds., Seoul: Society for Consumer Psychology, 8-9.
24. Cornwell, T. Bettina, George E. Relyea, Richard L. Irwin, and Isabelle Maignan (2000), “Understanding Long-term Effects of Sports Sponsorship: Role of Experience, Involvement, Enthusiasm and Clutter,” International Journal of Sports Marketing and Sponsorship, 2 (2), 127-143.
25. Crimmins, James, and Martin Horn (1996), “Sponsorship: From Management Ego Trip to Marketing Success,” Journal of Advertising Research, 36 (4), 11-20.
26. Crow, Dean, and Janet Hoek (2003), “Ambush Marketing: A Critical Review and Some Practical Advice,” Marketing Bulletin, 14 (1), 1-14.
27. Dean, Dwane Hal (2002), “Associating the Corporation with a Charitable Event Through Sponsorship: Measuring the Effects on Corporate Community Relations,” Journal of Advertising, 31 (4), 77-87.
28. Duke, Charles R., and Les Carlson (1993), “A Conceptual Approach to Alternative Memory Measures for Advertising Effectiveness,” Journal of Current Issues and Research in Advertising, 15 (2), 1-14.
29. Ferrand, Alain, and Monique Pages (1996), “Image Sponsoring: A Methodology to Match Event and Sponsor,” Journal of Sport Management, 10 (3), 278-291.
30. Ferrand, Alain, and Monique Pages (1999), “Image Management in Sport Organizations: The Creation of Value,” European Journal of Marketing, 33 (3/4), 387-401.
31. Friestad, Marian, and Peter Wright (1994), “The Persuasion Knowledge Model: How People Cope with Persuasion Attempts,” Journal of Consumer Research, 21 (1), 1-31.
32. Gardner, Meryl P., and Philip J. Shuman (1987), “Sponsorship: An Important Component of the Promotions Mix,” Journal of Advertising, 16 (1), 11-17.
33. Gardner, Meryl P., and Philip J. Shuman (1988), “Sponsorships and Small Businesses,” Journal of Small Business Management, 26 (4), 44-52.
34. Grush, Joseph E. (1976), “Attitude Formation and Mere Exposure Phenomena: A Non-Artifactual Explanation of Empirical Findings,” Journal of Personality and Social Psychology, 33 (3), 281-290.
35. Gwinner, Kevin (1997), “A Model of Image Creation and Image Transfer in Event Sponsorship,” International Marketing Review, 14 (3), 145-158.
36. Gwinner, Kevin, and John Eaton (1999), “Building Brand Image Through Event Sponsorship: The Role of Image Transfer,” Journal of Advertising, 28 (4), 47-57.
37. Gwinner, Kevin, and Scott R. Swanson (2003), “A Model of Fan Identification: Antecedents and Sponsorship Outcomes,” Journal of Services Marketing, 17 (3), 275-294.
38. Hastie, Reid (1980), “Memory for Behavioral Information That Confirms or Contradicts a Personality Impression,” in Person, Memory: The Cognitive Basis of Social Perception, Reid Hastie et al., eds., Hillsdale, NJ: Lawrence Erlbaum Associates, 155-177.
39. Heider, Fritz (1958), The Psychology of Interpersonal Relations, New York: John Wiley.
40. Henderson, Geraldine R., Dawn Iacobucci, and Bobby J. Calder (1998), “Brand Diagnostics: Mapping Branding Effects Using Consumer Associative Networks,” European Journal of Operational Research, 111 (2), 306-327.
41. Hoek, Janet (2005), “Ambush Marketing: Research and Management Implications,” in Global Sport Sponsorship, John Amis and T. Bettina Cornwell, eds., Oxford: Berg.
42. IEG (2000), “Year One of IRL Title Builds Traffic, Awareness for Northern Light,” IEG Sponsorship Report, 19 (23), 1-3.
43. IEG (2003), “Sponsorship Spending to Increase 8.7 Percent in 2004,” IEG Sponsorship Report, 22 (24), 1, 4.
44. Jacoby, Larry L., Jeffrey P. Toth, and Andrew P Yonelinas (1993), “Separating Conscious and Unconscious Influences of Memory: Measuring Recollection,” Journal of Experimental Psychology: General, 122 (2), 139-154.
45. Jagre, Emma, John J. Watson, and John G. Watson (2001), “Sponsorship and Congruity Theory: A Theoretical Framework for Explaining Consumer Attitude and Recall of Event Sponsorship,” in Advances in Consumer Research, vol. 28, Mary Gilly and Joan Meyers-Levy, eds., Provo, UT: Association for Consumer Research, 439-445.
46. Johar, Gita Venkataramani, and Michel Tuan Pham (1999), “Relatedness, Prominence and Constructive Sponsor Identification,” Journal of Marketing Research, 36 (3), 299-312.
47. Keller, Kevin Lane (1993), “Conceptualizing, Measuring and Managing Customer-Based Brand Equity,” Journal of Marketing, 57 (1), 1-22.
48. Keller, Kevin Lane (1998), Strategic Brand Management, Upper Saddle River, NJ: Prentice-Hall.
49. Keller, Kevin Lane (2001), “Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing Communication Programs,” Journal of Marketing Management, 17 (7/8), 819-847.
50. Kirmani, Amna, and Peter Wright (1989), “Money Talks: Perceived Advertising Expense and Expected Product Quality,” Journal of Consumer Research, 16 (3), 344-353.
51. Kroeber-Riel, Warner (1979), “Activation Research: Psychobio-logical Approaches in Consumer Research,” Journal of Consumer Research, 5 (March), 240-250.
52. Lardinoit, Thierry, and Christian Derbaix (2001), “Sponsorship and Recall of Sponsors,” Psychology and Marketing, 18 (2), 167-190.
53. Lardinoit, Thierry, and Pascale Quester (2001), “Attitudinal Effects of Combined Sponsorship and Sponsor’s Prominence on Basketball in Europe,” Journal of Advertising Research, 41 (1), 48-58.
54. Madrigal, Robert (2000), “The Influence of Social Alliances with Sports Teams on Intentions to Purchase Corporate Sponsors’ Products,” Journal of Advertising, 29 (4), 13-24.
55. Madrigal, Robert (2001), “Social Identity Effects in a Belief-Attitude-Intentions Hierarchy: Implications for Corporate Sponsorship,” Psychology and Marketing, 18 (2), 145-165.
56. Mael, Fred A., and Blake E. Ashforth (1992), “Alumni and Their Alma Mater: A Partial Test of the Reformulated Model of Organizational Identification,” Journal of Organizational Behavior, 13 (2), 103-123.
57. Mandler, George (1982), “The Structure of Value: Accounting for Taste,” in Affect and Cognition: The 17th Annual Carnegie Symposium, Margaret S. Clark and Susan T. Fiske, eds., Hillsdale, NJ: Lawrence Erlbaum Associates, 3-36.
58. Marshall, D. W., and G. Cook (1992), “The Corporate (Sports) Sponsor,” International Journal of Advertising, 11 (4), 307-324.
59. Mathur, Lynette Knowles, and Ike Mathur (1996), “Is Value Associated with Initiating New Advertising Agency-Client Relations?” Journal of Advertising, 25 (3), 1-12.
60. McCarville, Ronald E., Christopher M. Flood, and Tabatha A. Froats (1998), “The Effectiveness of Selected Promotions on Spectators’ Assessments of a Nonprofit Sporting Event Sponsor,” Journal of Sport Management, 12 (1), 51-62.
61. McCracken, Grant (1989), “Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process,” Journal of Consumer Research, 16 (3), 310-321.
62. McDaniel, Stephen R. (1999), “An Investigation of Match-up Effects in Sport Sponsorship Advertising: The Implications of Consumer Advertising Schemas,” Psychology and Marketing, 16 (2), 163-184.
63. McDonald, Mark A., George R. Milne, and JinBae Hong (2002), “Motivational Factors for Evaluating Sport Spectator and Participant Markets,” Sport Marketing Quarterly, 11 (2), 100-113.
64. Meyers-Levy, Joan, Therese A. Louie, and Mary T. Curren (1994), “How Does the Congruity of Brand Names Affect Evaluations of Brand Name Extensions?” Journal of Applied Psychology, 79 (1), 46-53.
65. Meyers-Levy, Joan, and Alice M. Tybout (1989), “Schema Congruity as a Basis for Product Evaluation,” Journal of Consumer Research, 16 (June), 39-54.
66. Mitchell, Andrew A. (1979), “Involvement: A Potentially Important Mediator of Consumer Behavior,” in Advances in Consumer Research, vol. 6, William L. Wilkie, ed., Ann Arbor, MI: Association for Consumer Research, 25-30
67. Mitchell, Andrew A (1981), “The Dimensions of Advertising Involvement,” in Advances in Consumer Research, vol. 8, Kent B. Monroe, ed., Ann Arbor, MI: Association for Consumer Research, 191-195.
68. Morris, Bob (1998), “Extreme Sport, Extreme Chic, Extreme Hype,” New York Times (February 8), 9.1.
69. Mundorf, Norbert, Dolf Zillmann, and Dan Drew (1991), “Effects of Disturbing Televised Events on the Acquisition of Information from Subsequently Presented Commercials,” Journal of Advertising, 20 (1), 46-53.
70. Musante, Michael, George R. Milne, and Mark A. McDonald (1999), “Sport Sponsorship: Evaluating the Sport and Brand Image Match,” International Journal of Sports Marketing and Sponsorship, 1 (1), 32-47.
71. Newell, Stephen J., Kenneth V. Henderson, and Bob T. Wu (2001), “The Effects of Pleasure and Arousal on Recall of Advertisements During the Super Bowl,” Psychology and Marketing, 18 (11), 1135-1153.
72. Nicholls, J. A. F., Sydney Roslow, and Sandipa Dublish (1999), “Brand Recall and Brand Preference at Sponsored Golf and Tennis Tournaments,” European Journal of Marketing, 33 (3/ 4), 365-386.
73. Olson, Erik L., and Hans Mathias Thj0m0e (2003), “The Effects of Peripheral Exposure to Information on Brand Performance,” European Journal of Marketing, 37 (1/2), 243-255.
74. Park, C. Whan, and Gordon W. McClung (1986), “The Effect of T.V. Program Involvement on Involvement with Commercials,” in Advances in Consumer Research, vol. 13, Richard J. Lutz, ed., Ann Arbor, MI: Association for Consumer Research, 544-548.
75. Pavelchak, Mark A., John H. Antil, and James M. Munch (1988), “The Super Bowl: An Investigation into the Relationship Among Program Context, Emotional Experience and Ad Recall,” Journal of Consumer Research, 15 (December), 360-367.
76. Pearson, Kevin (2003), “For More Sports Fans, X Marks the Hot; Inland Athletes Are Among Those Helping a Generation Symbol Turn into Booming Business,” Press-Enterprise (August 10), A01.
77. Pedicini, Sandra (2003), “For Motorsports Sponsors, It’s a Race to the Finish Line,” Orlando Sentinel (February 16).
78. Petty, Richard E., and John T. Cacioppo (1981), Attitudes and Persuasion: Classic and Contemporary Approaches, Dubuque, IA: William C. Brown.
79. Petty, Richard E., and David Schumann (1983), “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement,” Journal of Consumer Research, 10 (September), 135-146.
80. Pham, Michel Tuan (1992), “Effects of Involvement, Arousal and Pleasure on the Recognition of Sponsorship Stimuli,” in Advances in Consumer Research, vol. 19, John F. Sherry, Jr., and Brian Sternthal, eds., Provo, UT: Association for Consumer Research, 85-93.
81. Pham, Michel Tuan, and Marc Vanhuele (1997), “Analyzing the Memory Impact of Advertising Fragments,” Marketing Letters, 8 (4), 407-417.
82. Pham, Michel Tuan, and Gita Venkataramani Johar (2001), “Market Prominence Biases in Sponsor Identification: Processes and Con-sequentiality,” Psychology and Marketing, 18 (2), 123-143.
83. Pope, Nigel, and Kevin E. Voges (1999), “Sponsorship and Image: A Replication and Extension,” Journal of Marketing Communications, 5 (1), 17-28.
84. Pracejus, John W., and G. Douglas Olsen (2004), “The Role of Brand/Cause Fit in the Effectiveness of Cause-Related Marketing Campaigns,” Journal of Business Research, 57 (6), 635-640.
85. Prior, Anat, and Shlomo Bentin (2003), “Incidental Formation of Episodic Associations: The Importance of Sentential Context,” Memory and Cognition, 31 (2), 306-316.
86. Quester, Pascale G. (1997), “Awareness as a Measure of Sponsorship Effectiveness: The Adelaide Formula One Grand Prix and Evidence of Incidental Ambush Effects,” Journal of Marketing Communications, 3 (1), 1-20.
87. Rifon, Nora J., Sejung Marina Choi, Carrie S. Trimble, and Hairong Li (2004), “Congruence Effects in Sponsorship: The Mediating Role of Sponsor Credibility and Consumer Attribution of Sponsor Motive,” Journal of Advertising, 33 (1), 29-42.
88. Roy, Donald P. (2000), “An Examination of the Influence of Perceived Brand-Event Congruence on Consumer Responses to Event Sponsorships,” Ph.D. dissertation, University of Memphis.
89. Roy, Donald P, and T. Bettina Cornwell (2004), “The Effects of Consumer Knowledge on Responses to Event Sponsorships,” Psychology and Marketing, 21 (3), 185-207.
90. Ruth, Julie A., and Bernard L. Simonin (2003), “‘Brought to You by Brand A and Brand B’: Investigating Multiple Sponsors’ Influence on Consumers’ Attitudes Toward Sponsored Events,” Journal of Advertising, 32 (3), 19-30.
91. Sandler, Dennis M., and David Shani (1989), “Olympic Sponsorship Vs. ‘Ambush’ Marketing: Who Gets the Gold?” Journal of Advertising Research, 29 (4), 9-14.
92. Schaefer, Allen, and Bruce D. Keillor (1997), “The Effective Use of Endorsements in Advertising: The Relationship Between ‘Match-up’ and Involvement,” Journal of Marketing Management, 7 (Fall/Winter), 23-33.
93. Scott, Randall K., and David H. Goff (1988), “How Excitation from Prior Programming Affects Television News Recall,” Journalism Quarterly, 65 (Fall), 615-620.
94. Shanklin, William L., and John R. Kuzma (1992), “Buying That Sporting Image,” Marketing Management, 1 (Spring), 59-67.
95. Shimp, Terrence A., and Larry G. Gresham (1983), “An Information Processing Perspective of Recent Advertising Literature,” Current Issues and Research in Advertising, 6 (2), 36-79.
96. Soderlund, Magnus (2002), “Customer Familiarity and Its Effects on Satisfaction and Behavioral Intentions,” Psychology and Marketing, 19 (10), 861-880.
97. Speed, Richard, and Peter Thompson (2000), “Determinants of Sports Sponsorship Response,” Journal of the Academy of Marketing Science, 28 (2), 226-238.
98. Squire, Larry R. (1987), Memory and Brain, Oxford: Oxford University Press.
99. Srull, Thomas K. (1981), “Person Memory: Some Tests of Associative Storage and Retrieval Models,” Journal of Experimental Psychology: Human Learning and Memory, 7 (6), 440-463.
100. Sujan, Mita (1985), “Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments,” Journal of Consumer Research, 12 (June), 31-46.
101. Tajfel, Henri, and John C. Turner (1985), “The Social Identity Theory of Intergroup Behavior,” in Psychology of Intergroup Behavior, vol. 2, Steven Worchel and William G. Austin, eds., Chicago: Nelson-Hall, 7-24.
102. Tavassoli, Nader T., Clifford J. Schultz, and Gavan J. Fitzsimmons (1995), “Program Involvement: Are Moderate Levels Best for Ad Memory and Attitude Toward the Ad?” Journal of Advertising Research, 35 (5), 61-72.
103. Tripodi, John A., Martin Hirons, David Bednall, and Max Sutherland (2003), “Cognitive Evaluation: Prompts Used to Measure Sponsorship Awareness,” International Journal of Market Research, 45 (4), 435-455.
104. Tulving, Endel, Daniel L. Schacter, and Heather A. Stark (1982), “Priming Effects in Word Fragment Completion Are Independent of Recognition Memory,” Journal of Experimental Psychology: Learning, Memory and Cognition, 8 (4), 336-342.
105. Wann, Daniel L., and Thomas J. Dolan (1994), “Spectators’ Evaluations of Rival and Fellow Fans,” Psychological Record, 44 (3), 351-358.
106. Weiner, Jay (2000), “Selling World Peace at $55 Million a Pop,” Business Week (October 10), 110.
107. Woodside, Arch G., and Jean-Charles Chebat (2001), “Updating Heider’s Balance Theory in Consumer Behavior: A Jewish Couple Buys a German Car and Additional Buying-Consumer Transformation Stories,” Psychology and Marketing, 18 (5), 475-495.
108. Zaichkowsky, Judith Lynne (1994), “The Personal Involvement Inventory: Reduction, Revision and Application to Advertising,” Journal of Advertising, 23 (4), 59-69.
109. Zajonc, Robert B. (1968), “Attitudinal Effects of Mere Exposure,” Journal of Personality and Social Psychology, Monograph Supplement, 9 (2; part 2), 1-27.
110. Zajonc, Robert B (1980), “Feeling and Thinking Preferences Need No Inferences,” American Psychologist, 35 (February), 151-175.