Seven psychological mechanisms through which sponsorship can influence consumers

Sports Marketing and the Psychology of Marketing Communication

Volumn , Issue , 2004, Pages 175-189

  Pracejus, John W ^a  

^a UNIVERSITY OF ALBERTA   (Canada)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 55849140973     PISSN: None     EISSN: None     Source Type: Book    
DOI: 10.4324/9781410610003     Document Type: Chapter

References (40)

1. Bhattacharya, C. B., Rao, H.,&Glynn, M. A. (1995). Understanding the bond of identification:An investigation of its correlates among art museum members. Journal of Marketing, 59, 46-57.
2. Birnbaum, M. H.,Wong, R., &Wong, L. K. (1976). Combining information from sources that vary in credibility. Memory and Cognition, 4, 330-336.
3. Brehm, J.W., & Lipsher, D. (1959). Communicator-communicatee discrepancy and perceived communicator trustworthiness. Journal of Personality, 27, 352-361.
4. Crimmins, J., & Horn, M. (1996). Sponsorship: From management ego trip to marketing success. Journal of Advertising Research, 36, 11-21.
5. Deshpande, R., Hoyer,W. D., & Donthu, N. (1986). The intensity of ethnic affiliation: A study of the sociology of Hispanic consumption. Journal of Consumer Research, 13, 214-220.
6. Ellen, P. S., Wiener, J. L., & Cobb-Walgren, C. (1991). The role of perceived consumer effectiveness in motivating environmentally conscious behaviors. Journal of Public Policy and Marketing, 10, 102-117.
7. Gaedeke, R. M., & Tootelian, D. H. (1988). Understanding how clients select and evaluate law firms. Journal of Professional Services Marketing, 3, 199-207.
8. Gwinner, K. (1997). A model of image creation and image transfer in event sponsorship. International Marketing Review, 14, 145-158.
9. Heider, F. (1946). Attitudes and cognitive organization. Journal of Psychology, 21, 107-112.
10. Jacoby, J., & Mazursky, D. (1984). Linking brands and retailer images-Do the potential risks outweigh the rewards? Journal of Retailing, 60, 105-122.
11. Kirmani, A. (1990). The effect of perceived advertising costs on brand perceptions. Journal of Consumer Research, 17, 160-171.
12. Kirmani, A., &Wright, P. (1989). Perceived advertising expense and expected product quality. Journal of Consumer Research, 16, 344-353.
13. Landy, D.,&Sigall, H. (1974). Beauty is talent: Task evaluation as a function of the performer's physical attractiveness. Journal of Personality and Social Psychology, 29, 299-304.
14. Leonard, M., & Spencer, A. (1991). The importance of image as a competitive strategy: An exploratory study in commercial banks. International Journal of Bank Marketing, 9, 25-29.
15. Macchiette, B., & Roy, A. (1992). Affinity marketing: What is it and how does it work? Journal of Services Marketing, 6, 47-57.
16. MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53, 48-65.
17. MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23, 130-143.
18. Marshall, D. W., & Cook, G. (1992). The corporate (sports) sponsor. International Journal of Advertising, 11, 307-324.
19. McDonald, C. (1991). Sponsorship and the image of the corporate sponsor. European Journal of Marketing, 25, 31-38.
20. Meenaghan, T. (1991b). Sponsorship-Legitimizing the medium. European Journal of Marketing, 25, 5-10.
21. Meenaghan, T. (1991a). The role of sponsorship in the marketing communications mix. International Journal of Advertising, 10, 35-47.
22. Misra, S.,&Beatty, S. E. (1990). Celebrity spokesperson and brand congruence: An assessment of recall and affect. Journal of Business Research, 21, 159-173.
23. Parker, K. (1991). Sponsorship: The research contribution. European Journal of Marketing, 25, 22-30.
24. Petty, R. E., Cacioppo, J. T., & Goldman, R. (1981). Personal involvement as a determinant of argument-based persuasion. Journal of Personality and Social Psychology, 41, 847-855.
25. Pracejus, J.W. (1995). Is more exposure always better? Effects of incidental exposure to a brand name on subsequent processing of advertising. In F. Kardes & M. Sujan (Eds.), Advances in Consumer Research (vol. 22, pp. 319-322). Provo, UT: Association for Consumer Research.
26. Rajaretnam, J. (1994). The long term effects of sponsorship of corporate and product image:Findings of a unique experiment. Marketing and Research Today, 22, 62-74.
27. Rangaswamy, A., Burke, R. R., & Oliva, T. A. (1993). Brand equity and the extendibility of brand names. International Journal of Research in Marketing, 10, 61-75.
28. Rao, A. A., & Ruekert, R. W. (1994, Fall). Brand alliances as signals of product quality. Sloan Management Review, 87-97.
29. Reddy. S. K., Holak, S. L., & Bhat, S. (1994). To extend or not to extend: Success determinants of line extensions. Journal of Marketing Research, 3(1), 243-262.
30. Roslow, S., Nicholls, J. A. F., & Laskey, H. A. (1992). Hallmark events and measurement of reach and audience characteristics. Journal of Advertising Research, 32, 53-59.
31. Ryssel, C., & Stamminger, E. (1988, May). Sponsoring world-class tennis players. European Research, 110-116.
32. Sedikides, C., Olsen, N., & Reis, H.T. (1993) Relationships as natural categories. Journal of Personality and Social Psychology, 64(1), 71-82
33. Stipp, H.,&Schiavone,N. P. (1996). Modeling the impact of Olympic sponsorship on corporate image. Journal of Advertising Research, 36, 22-28.
34. Tversky, A. (1977). Features of similarity. Psychological Review, 84(4), 327-352.
35. Walker, M., Langmeyer, L., & Langmeyer, D. (1992). Celebrity endorsers: Do you get what you pay for? Journal of Consumer Marketing, 9, 69-76.
36. Westbrook, R. A., & Black, W. C. (1985). A motivation-based shopper typology. Journal of Retailing, 61, 78-103.
37. Wolton, C. (1988, May). Arts sponsorship: Harmony or discord? European Research, 87-96.
38. Worthington, S., & Horne, S. (1992). Affinity credit cards: Card issuer strategies and affinity group aspirations. International Journal of Bank Marketing, 10, 3-10.
39. Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9, 1-27.
40. Zinkhan, G. M., Hong, J. W., & Lawson, R. (1990). Achievement and affiliation motivation:Changing patterns in social values as represented in American advertising. Journal of Business Research, 20, 135-143.