Sponsorship effect metric: Assessing the financial value of sponsoring by comparisons to television advertising

Journal of the Academy of Marketing Science

Volumn 37, Issue 4, 2009, Pages 504-515

  Olson, Erik L ^a   Thjømøe, Hans Mathias ^a  

^a BI NORWEGIAN BUSINESS SCHOOL   (Norway)

Author keywords

Advertising; Sponsoring; Sponsoring conversion rate

Indexed keywords

EID: 70350599543     PISSN: 00920703     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11747-009-0147-z     Document Type: Article

References (30)

1. Bornstein, R. F. (1989). Exposure and Effect: overview and Meta-Analysis of Research 1968-1987. Psychological Bulletin, 106, 265-289. doi:10.1037/0033-2909.106.2.265.
2. Briggs, R., Krishnan, R., & Borin, N. (2005). Integrated multichannel communications strategies: evaluating the return on marketing objectives - The case of the 2004 Ford F-150 Launch. Journal of Interactive Marketing, 19, 81-90. doi:10.1002/dir.20045.
3. Close, A., Finney, R. Z., Lacey, R. Z., & Sneath, J. Z. (2006). Engaging the consumer through event marketing: linking attendees with the sponsor, community, and brand. Journal of Advertising Research, (December), 420-433. doi:10.2501/S0021849906060430.
4. Cornwell, T. B., Weeks, C. S., & Roy, D. P. (2005). Sponsorship-linked marketing: opening the black box. Journal of Advertising, 34, 21-42.
5. Cornwell, T. B., Humphreys, M. S., Maguire, A. M., Weeks, C. S., & Tellegen, C. L. (2006). Sponsorship-linked marketing: the role of articulation in memory. The Journal of Consumer Research, 33, 312-321. doi:10.1086/508436.
6. Crimmins, J., & Horn, M. (1996). Sponsorship: from management ego trip to marketing success. Journal of Advertising Research, 36, 11-21.
7. Crompton, J. L. (2004). Conceptualization and alternative operationalizations of the measurement of sponsorship effectiveness in sport. Leisure Studies, 23, 267-281. doi:10.1080/0261436042000183695.
8. Currie, N. (2004), The sum of the half measure, Brand Strategy, (September), 56-57.
9. Gwinner, K. P., & Eaton, J. (1999). building brand image through event sponsorship: the role of image transfer. Journal of Advertising, 25(2), 19-35.
10. Harvey, B. (2001). Measuring the effects of sponsorships. Journal of Advertising Research, (January-February), 59-65.
11. Jagre, E., Watson, J. J., & Watson, J. G. (2001). Sponsorship and congruity theory: a theoretical framework for explaining consumer attitude and recall of event sponsorship. Advances in Consumer Research. Association for Consumer Research (U. S.), 28, 439-445.
12. Johar, G. V., & Pham, M. T. (1999). Relatedness, prominence, and constructive sponsor identification. Journal of Marketing Research, 36, 299-312. doi:10.2307/3152078.
13. Johar, G. V. and M. T. Pham, and K. L. Wakefield. (2006). How event sponsors are really idenfied: a (Baseball) field analysis. Journal of Advertising Research, (June), 183-198. doi:10.2501/S002184990606020X.
14. Jones, J. P. (2006). When ads work: New proof when advertising triggers sales. Armonk: M.E. Sharpe Inc.
15. Lardinoit, T., & Derbaix, C. (2001). Sponsorship and recall of sponsors. Psychology and Marketing, 18(2), 167-190. doi:10.1002/1520-6793(200102)18:2<167::AID-MAR1004>3.0.CO;2-I.
16. Martensen, A., Grønholt, L., Bendtsen, L., & Juul, M. (2007). Application of a model for the effectiveness of event marketing. Journal of Advertising Research, 47, 283-301. doi:10.2501/S0021849907070316.
17. Meenaghan, T. (1996) Ambush Marketing - A Threat to Corporate Sponsorship. Sloan Management Review, (Fall), 103-113.
18. Meenaghan, T. (2001). Understanding sponsorship effect. Psychology and Marketing, 18, 95-122.
19. Miniard, P. W., Barone, M. J., Rose, R. L., & Manning, K. C. (2006). A further assessment of indirect comparative advertising claims of superiority over all competitors. Journal of Advertising, 35, 53-64. doi:10.2753/JOA0091-3367350404.
20. Mittal, B., & Lee, M. S. (1989). A causal model of consumer involvement. Journal of Economic Psychology, 10, 363-389. doi:10.1016/0167-4870(89)90030-5.
21. Mizik, N., & Jacobson, R. (2008). The financial value impact of perceptual brand attributes. JMR, Journal of Marketing Research, 45, 15-32. doi:10.1509/jmkr.45.1.15.
22. Olson, E. L., & Thjømøe, H. M. (2003). The effects of peripheral exposure to information on brand preference in a low involvement setting. European Journal of Marketing, 37(1-2), 243-255. doi:10.1108/03090560310453280.
23. Rifon, N. J., Choi, S. M., Trimble, C. S., & Li, H. (2004). Congruence effects in sponosrship. Journal of Advertising, 33, 29-42.
24. Simmmons, C. J., & Becker-Olsen, K. L. (2006). Achieving marketing objectives through social sponsorship. Journal of Marketing, 70, 154-169.
25. Speed, R., & Thompson, P. (2000). Determinants of sports sponsorship response. Journal of the Academy of Marketing Science, 28(2), 226-238. doi:10.1177/0092070300282004.
26. Teleplan Consulting. (2008), Broadband in Norway - Analysis of Coverage 2008, publication of the The Ministry of Government Administration and Reform, Oslo.
27. Thjømøe, H. M., Olson, E. L., & Brønn, P. (2002). Decision making processes surrounding sponsorship activities. Journal of Advertising Research, 42, 6-15.
28. Turner, L. J. (2004). The impact of pre-commercial break announcements on audience identification of official sponsors: a case study. Journal of Marketing Communications, 10 (December), 255-265.
29. Vakratsas, D., & Ambler, T. (1999). How advertising works, what do we really know? Journal of Marketing, 63, 26-43. doi:10.2307/1251999.
30. Verity, J. (2002), Maximizing the Marketing Potential of Sponsorship for Global Brands, European Business Journal, 161-173.