An international review of sponsorship research: extension and update

International Journal of Advertising

Volumn 22, Issue 1, 2003, Pages 5-40

  Walliser, Björn ^a,b  

^a UNIVERSITÉ DE LORRAINE   (France)

^b INSTITUTE OF BUSINESS ADMINISTRATION   (Pakistan)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84996446647     PISSN: 02650487     EISSN: None     Source Type: Journal    
DOI: 10.1080/02650487.2003.11072838     Document Type: Article

References (159)

1. Abel, S. & Long, A. (1996) Event sponsorship: does it work? Admap, 31 (November), 368, pp. 18–21.
2. Aguilar-Manjarrez, R., Thwaites, D. & Maule, J. (1997) Modelling sport sponsorship selection decisions. Asia-Australia Marketing Journal, 5(1), pp. 9–20.
3. Amis, J., Slack, T. & Berrett, T. (1999) Sport sponsorship as distinctive competence. European Journal of Marketing, 33(3/4), pp. 250–272.
4. Angenendt, C. (1993) Imagetransfer und akzeptanz beim sportsponsoring. Planung und Analyse, 2, pp. 5–9.
5. Anne, F. (1992) La mesure de lefficacité du sponsoring. Revue Française du Marketing, 138, pp. 123–136.
6. Anne, F. & Chéron, E.J. (1990) Mesure de l’efficacité du sponsoring: une analyse des effets intermédiaires sur l’audience directe de l’événement. In Proceedings of the Sixth Congress of the French Marketing Association (AFM), 10–11 May, pp. 121–148.
7. La Baule: Association Française de Marketing. Anonymous (1986) Le nouveau commerce à l’heure du sponsoring. LSA, no 1049–1050, 12–19 December, pp. 93–96.
8. Anonymous (1992) Le sponsoring en Guadeloupe. Revue Française du Marketing, 138, pp. 137–139.
9. Arcan, J.-C., Piquet, S. & Rouzaud, P. (1994) Une action de mécénat humanitaire exemplaire: la collecte de radiographies périmées. Revue Française du Marketing, 147, pp. 105–109.
10. Arthur, D., Dolan G. & Cole, M. (1998) The benefits of sponsorship success: an analysis of the relationship between television exposure and the position of the motorcycle ryder. Cyber-Journal of Sport Marketing (online), 2(2), available at www.cjsm.com.Vol2/arthur22.html.
11. Baux, P. (1991) Modèles de persuasion et parrainage sportif. Revue Française du Marketing, 131, pp. 51–67.
12. Bennett, R. (1999) Sport sponsorship, spectator recall and false consensus. European Journal of Marketing, 33(3/4), pp. 291–313.
13. Bette, K.-H. (1981) Sponsorenschaft als integrativer Mechanismus. In T. Kutsch, & G. Wiswede (eds), Sport und Gesellschaft: Die Kehrseite der Medaille. Wiesbaden: Hain, pp. 104–115.
14. Bloxham, M. (1998) Brand affinity and television programme sponsorship. International Journal of Advertising, 17(1), pp. 89–98.
15. Bruhn, M. (1987) Sponsoring: Unternehmen als Mäzene und Sponsoren. Frankfurt am Main: Frankfurter Allgemeine; Wiesbaden: Gabler.
16. Campos Lopez, J.C., Lorenzo Gomez, J.D. & Gomez Parro, O. (1994) Analyse stratégique des activités du parrainage sportif. L’exemple espagnol. Revue Française du Marketing, 150, pp. 97–103.
17. Cégarra, J-J. (1985) La communication par l’action. In Proceedings of the First Congress of the French Marketing Association (AFM), April, pp. 253–270. Le Touquet: Association Française de Marketing.
18. Cégarra, J-J. (1986) L’utilisation du parrainage sportif par les collectivités publiques: l’exemple de la course de l’Europe à la voile. In Proceedings of the Second Congress of the French Marketing Association (AFM), April, pp. 323–342. Grenoble: Association Française de Marketing.
19. Cégarra, J-J. (1994) La place du sponsoring dans la stratégie marketing de l’entreprise. Revue Française du Marketing, 150, pp. 47–53.
20. Chauveau, A. (1992) L’évolution du sponsoring sportif en France et en Europe. Revue Française du Marketing, 138, pp. 111–122.
21. Cheng, P.S.T. & Stotlar, D.K. (1999) Successful sponsorship: a marriage between sport and corporations for the next millennium. Cyber-Journal of Sport Marketing (online), 3(3), available at www.cjsm.com.vol3/cheng&stotlar33.htm.
22. Chéron, E. & Bissonnette, C. (1996) Analysis of the organizational sponsorship decision process. International Journal of Research in Marketing, 13(3), pp. 299–315.
23. Copeland, R., Frisby, W. & McCarville, R. (1996) Understanding the sport sponsorship process from a corporate perspective. Journal of Sport Management, 10(1), pp. 32–48.
24. Cornwell, T.B. & Maignan, I. (1998) An international review of sponsorship research. Journal of Advertising, 27, 1, pp. 1–21.
25. Cornwell, T.B., Maignan, I. & Irwin, R. (1997) Long-term recall of sponsorship sources. An empirical investigation of stadium and sport cafe audiences. Asia-Australia Marketing Journal, 5(1), pp. 45–57.
26. Cornwell, T.B., Pruitt, S.W. & van Ness, R. (2001) The value of winning in motorsports: sponsorship-linked marketing. Journal of Advertising Research, 41(1), pp. 17–31.
27. Corones, H. (1991) Ecureuil d’Aquitaine: Le tour du monde d’une région. Revue Française du Marketing, 131, pp. 82–88.
28. Courbet, D. (2000) Les effets automatiques du parrainage télévisuel sur la marque: étude de la mésattribution de la familiarité, du transfert sémantique et de l’influence des émotions déclenchées par le programme. Recherche et Applications en Marketing, 15(1), pp. 39–60.
29. Couty, F. (1994) L’évaluation de la notoriété du sponsoring sportif. Revue Française du Marketing, 150, pp. 75–82.
30. Crimmins, J. & Horn, M. (1996) Sponsorship: from management ego trip to marketing success. Journal of Advertising Research, 36(4), pp. 11–21.
31. Cutler, D. (1999) Corporate sponsorship: a necessary evil in collegaite athletics today. Cyber-Journal of Sport Marketing (online), 3(3), available at www.cjsm.com.Vol3/cutler33.htm.
32. D’Astous, A. & Séguin, N. (1999) Consumer reactions to product placement strategies in television sponsorship. European Journal of Marketing, 33(9/10), pp. 896–910.
33. Daneshvary, R. & Schwer, R.K. (2000) The association endorsement and consumers intention to purchase. Journal of Consumer Marketing, 17(3), pp. 203–213.
34. Deimel, K. (1993) Erinnerungswirkung der Sportwerbung. Marketing–Zeitschrift für Forschung und Praxis, 15(1), pp. 5–14.
35. Derbaix, C., Gérard, P. & Lardinoit, T. (1994) Essai de conceptualisation dune activité éminemment pratique: le parrainage. Recherche et Applications en Marketing, 9(2), pp. 43–67.
36. Didellon-Carsana, L. (1998) Mesure defficacité d’un message de parrainage sportif: une validation du modèle de transfert. In Proceedings of the Fourteenth Congress of the French Marketing Association (AFM), May, pp. 907–932. Bordeaux: Association Française de Marketing.
37. Doust, D. (1997) The ethics of ambush marketing. Cyber-Journal of Sport Marketing (online), 1(3), available at www.cjsm.com.Vol1/doust.html.
38. Drees, N. (1987) Werbung an Rennstrecken. Präsenz und Erinnerungswirkung ausgewählter Werbeträger bei Fernsehübertragungen. Werbeforschung & Praxis, 32(1), pp. 9–12.
39. Drees, N. (1991) Das Sponsoring-Barometer–Ergebnisse einer Unternehmensbefragung. Werbeforschung & Praxis, 36(1), pp. 9–12.
40. Drews, H-P. & Angenendt, C. (1992) Means of evaluation of sponsorship effectiveness. In Sponsorship Europe ’92 Conference Proceedings (simultaneously: ESOMAR Seminar on Sponsorship), Monaco, 2–4 December, pp. 185–215. Maarssen (The Netherlands): ESOMAR.
41. Dreyer, A. (1987) Aktionen und Athleten. Was leisten Sportmedien? Absatzwirtschaft, 30, special edition, October, pp. 196–208.
42. Du Plessis, E. (1997) Sponsorship advertising. Copy-testing and tracking measures with guidelines for sponsors. In Proceedings of the 210th ESOMAR Seminar, New Ways for Integrated Communications. Paris, 16–18 April, Amsterdam: European Society for Market Research.
43. Easton, S. & Mackie, P. (1998) When football came home: a case history of the sponsorship activity at EURO 96. International Journal of Advertising, 17(1), pp. 99–114.
44. Eilander, G. (1992) Improving the media performance by using sponsorship on top of other media. In Sponsorship Europe ’92 Conference Proceedings (simultaneously: ESOMAR Seminar on Sponsorship), Monaco, 2–4 December, pp. 260–270. Maarssen (The Netherlands): ESOMAR.
45. Erdogan, B.Z. & Kitchen, P.J. (1998) Managerial mindsets and the symbiotic relationship between sponsorship and advertising. Marketing Intelligence & Planning, 16(6), pp. 369–374.
46. Erickson, G.S & Kushner, R.J. (1999) Public event networks: an application of marketing theory to sporting events. European Journal of Marketing, 33(3/4), pp. 348–364.
47. Farrelly, F.J., Quester, P.G. & Burton, R. (1997) Integrating sports sponsorship into the corporate marketing function: an international comparative study. International Marketing Review, 14(3), pp. 170–182.
48. Farrelly, F., Quester, P. & Smolianov, P. (1998) The Australian Cricket Board (ACB): mapping corporate relations. Corporate Communications: An International Journal, 3(4), pp. 150–155.
49. Fuchs, S. (1994) La recherche en marketing sur le thème du sponsoring, du mécénat et du parrainage en France depuis 1984. Contribution à la présentation du bilan et des perspectives du champ disciplinaire. Revue Française du Marketing, 150, pp. 55–70.
50. Gabrielsen, G. & Hansen, F. (2000) Quantifying effects of banner advertising. Advertising Research Group, Copenhagen Business School, Research paper no 4, 3 August.
51. Ganassali, S. & Didellon, L. (1996) Le transfert comme principe central du parrainage. Recherche et Applications en Marketing, 11(1), pp. 37–48.
52. Giannelloni, J-L. (1993) L’influence de la communication par l’événement sur la structure de limage de l’entreprise. Recherche et Applications en Marketing, 8(1), pp. 5–29.
53. Giannelloni, J-L. & Valette-Florence, P. (1991) La mesure de l’efficacité de le communication par l’événement: une approche structurelle. In Proceedings of the Seventh Congress of the French Marketing Association (AFM), May, pp. 252–276. Association Française de Marketing.
54. Gierl, H. & Eichenseer, B. (1990) Aufgeschlossenheit für Werbung mit Soziosponsoring. Jahrbuch der Absatz- und Verbrauchsforschung, 2, pp. 188–200.
55. Gierl, H. & Kirchner, A. (1999) Emotionale Bindung und Imagetransfer durch Sportsponsoring. Transfer. Werbeforschung & Praxis, 44(3), pp. 32–35.
56. Grégory, P. (1984) Sponsoring et mécénat: instruments de communication institutionnelle. Revue Française de Gestion, 47–48, pp. 163–175.
57. Grimes, E. & Meenaghan, T. (1998) Focusing commercial sponsorship on the internal corporate audience. International Journal of Advertising, 17(1), pp. 51–74.
58. Gwinner, K. (1997) A model of image creation and image transfer in event sponsorship. International Marketing Review, 14(3), pp. 145–158.
59. Hackforth, J. (1989) Zwischen Bandenwerbung und Bandenwirkung. Erste Ergebnisse einer Studie zur EURO 88. In A. Hermanns (ed.) Sport- und Kultursponsoring, pp. 100–111. Munich: Vahlen.
60. Hansen, F. & Halling, J. (2000) Estimation of emotional and evaluating effects of sports sponsorship. Advertising Research Group, Copenhagen Business School, Research paper no 6, 6 November.
61. Hansen, F., Rasmussen, A. & Halling, J. (2001) Emotional responses to advertising, sponsoring and design. Advertising Research Group, Copenhagen Business School, Research paper no 11, 3 February.
62. Harvey, B. (2001) Measuring the effects of sponsorships. Journal of Advertising Research, 41(1), pp. 59–65.
63. Hermanns, A. (1987) Werbewirkung und Werbewirkungskontrollen im Sportsponsering. Planung und Analyse, 14(7), pp. 288–293.
64. Hermanns, A. (1991) Zur Problematik der Sponsoring-Kontrolle. Werbeforschung & Praxis, 36(138), pp. 30–34.
65. Hermanns, A. & Drees, N. (1989) Wirkungsaspekte bei der Nutzung offizieller Prädikate im Sportsponsoring. In A. Hermanns (ed.) Sport- und Kultursponsoring, pp. 112–121. Munich: Vahlen.
66. Hermanns, A. & Glogger, A. (1995) Wirkungsforschung im Sportsponsoring. Werbeforschung & Praxis, 2, pp. 64–68.
67. Hermanns, A., Drees, N. & Wangen, E. (1986) Zur Wahrnehmung von Werbebotschaften auf Rennfahrzeugen. Ein Beitrag zur Wirkungsforschung in der Sportwerbung. Marketing–Zeitschrift für Forschung und Praxis, 8(2), pp. 123–129.
68. Hermanns, A., Drees, N. & Püttmann, M. (1986) Siegen mit Siegern? Sportwerbung ’86: Untersuchungsergebnisse. Absatzwirtschaft, 29, special edition no 10, pp. 220–233.
69. Hoek, J. (1997) Ring ring: visual pun or passing off? An examination of theoretical and research issues arising from ambush marketing. Asia-Australia Marketing Journal, 5(1), pp. 33–43.
70. Hoek, J., Gendall, P., Jeffcoat, M. & Orsman, D. (1997) Sponsorship and advertising: a comparison of their effects. Journal of Marketing Communications, 3(1), pp. 21–32.
71. Hummel, M. (1989) Das Engagement von Unternehmen in Kunst und Kultur –Ausgewählte Ergebnisse einer empirischen Studie. In A. Hermanns (ed.) Sportund Kultursponsoring, pp. 183–194. Munich: Vahlen.
72. IEG Sponsorship Report 2002 (2002) IEG, www.sponsorship.com
73. IFM Köln–Institut für qualitative Markt- und Wirkungsanalysen (1993) Sponsoring wirkt anders. Qualitative Grundlagenstudie zu Chancen und Grenzen des Sponsoring. In H-J. Meier, A. Hermanns, A. Glogger & U.K.
74. Wissmeier (eds) Sportsponsoring. Wirkungsforschung–Status und Pespektiven, pp. 100–104. Hamburg: Ufa Film- und Fernseh-GmbH.
75. Ignaczak, J. (1986) Bandenwerbung–163 mal auf dem Bildschirm! Wie oft im Kopf? Eine Untersuchung zu Aspekten der Werbewirkung der Bandenwerbung. Blickpunkt, 14, pp. 11–18. In M. Bruhn (ed.) Sponsoring. Unternehmen als Mäzene und Sponsorien, pp. 245–247. Wiesbaden: Gabler.
76. Iordanov, P. & Nobi, D. (1989) Impact et approche qualitative de la communication sponsoring. In IREP (ed.) La Télévision en 1989: Audiences, Publicité et Recherche, pp. 243–258. Paris: IREP.
77. Johar, G.V. & Pham, M.T. (1999) Relatedness, prominence, and constructive sponsor identification. Journal of Marketing Research, 36(3), pp. 299–312.
78. Kern, H. & Salcher, E.F. (1990) Empirische Marktuntersuchung zum Sportsponsoring. In: P. Roth (ed.) Sportsponsoring, 2nd edn, pp. 185–203. Landsberg am Lech: Verlag Moderne Industrie.
79. Koschler, G. & Merz, J. (1995) Sport sponsorship in isolation versus its integration into classical advertising. R’Activ: a case study on the effectiveness of sport sponsorship. In Proceedings of the ESOMAR Seminar on Advertising, Sponsorship and Promotion. March, pp. 105–124. Madrid: ESOMAR.
80. Koth, T. (2000) Monetäre Konsequenzen von Sponsoring. Ein Schätzverfahren zur Beurteilung. Marketing -Zeitschrift für Forschung und Praxis, 22(4), pp. 313–326.
81. Lardinoit, T. (1997) Réaction attitudinale des téléspectateurs aux campagnes de parrainage: étude de l’incidence de la conjonction des parrainages terrain et T.V. In Proceedings of the 13th Congress of the French Marketing Association (AFM), May, pp. 668–697. Toulouse: Association Française de Marketing.
82. Lardinoit, T. (1998) Effet modérateur de limplication durable sur l’efficacité mémorielle de la conjonction des parrainages terrain et T.V. In Proceedings of the 14th Congress of the French Marketing Association (AFM), May, pp. 261–276. Bordeaux: Association Française de Marketing.
83. Lardinoit, T. (1999) Interaction des parrainages terrain et TV: impact sur deux niveaux de mémorisation. In Proceedings of the 15th Congress of the French Marketing Association (AFM), 19–21 May, pp. 585–602. Strasbourg: Association Française de Marketing.
84. Lardinoit, T. & Derbaix, C. (2001) Sponsorship and recall of sponsors. Psychology & Marketing, 18(2), pp. 167–190.
85. Lardinoit, T. & Quester, P.G. (2001) Attitudinal effects of combined sponsorship and sponsors prominence on basketball in Europe. Journal of Advertising Research, 41(1), pp. 48–58.
86. th Congress of the French Marketing Association (AFM), May, pp. 569–582. Poitiers: Association Française de Marketing.
87. Lee, M-S., Sandler, D.M. & Shani, D. (1997) Attitudinal constructs toward sponsorship. Scale development using three global sports events. International Marketing Review, 14(3), pp. 159–169.
88. McCook, K., Turco, D. & Riley, R. (1997) A look at the corporate sponsorship decision-making process. Cyber-Journal of Sport Marketing (online), 1(3), available at www.cjsm.com.Vo11/mccook.html.
89. McDaniel, S.R. (1999) An investigation of match-up effects in sport sponsorship advertising. Psychology & Marketing, 16(2), pp. 163–184.
90. McDaniel, S.R. & Kinney, L. (1998) The implications of recency and gender effects on consumer response to ambush marketing. Psychology & Marketing, 15(4), pp. 385–403.
91. McDaniel, S.R. & Mason, D.M. (1999) An exploratory study of influences on public opinion towards alcohol and tobacco sponsorship of sporting events. Journal of Services Marketing, 13(6), pp. 481–499.
92. Mack, R.W. (1999) Event sponsorship: an exploratory study of small business objectives, practices, and perceptions. Journal of Small Business Management, 37(3), pp. 25–30.
93. Madrigal, R. (2001) Social identity effects in a belief-attitude-intentions hierarchy: implications for corporate sponsorship. Psychology & Marketing, 18(2), pp. 145–165.
94. Marshall, D. (1992) Does sponsorship always talk the same language? An overview of how attitudes to sponsorship vary across Europe. In Expoconsult (ed.) Sponsorship Europe ’92 Conference Proceedings (simultaneously: ESOMAR Seminar on Sponsorship), Monaco, 2–4 December, pp. 151–171. Maarssen, The Netherlands: ESOMAR.
95. Mayer, H. & Christner, B. (1991) Der Hitchcock-Effekt im Sponsoring. Eine psychologische Untersuchung zur Wirkung des Kultursponsorings. Jahrbuch der Absatz- und Verbrauchsforschung, 4, pp. 347–360.
96. Meenaghan, T. (1983) Commercial sponsorship. European Journal of Marketing, 17(7), pp. 18.
97. Meenaghan, T. (1996) Ambush marketing–a threat to corporate sponsorship. Sloan Management Review, 38(1), pp. 103–113 (153).
98. Meenaghan, T. (1998a) Ambush marketing: corporate strategy and consumer reaction. Psychology & Marketing, 15(4), pp. 305–322.
99. Meenaghan, T. (1998b) Current developments and future directions in sponsorship. International Journal of Advertising, 17(1), pp. 3–28.
100. Meenaghan, T. (2001) Understanding sponsorship effects. Psychology & Marketing, 18(2), pp. 95–122.
101. Meenaghan, T. & Shipley, D. (1999) Media effect in commercial sponsorship. European Journal of Marketing, 33(3/4), pp. 328–347.
102. Meir, R., Arthur, D., Tobin, J. & Massingham, C. (1997) Professional rugby league in Australia: a case study in sponsor awareness. Cyber-Journal of Sport Marketing (online), 1(3), available at www.cjsm.com.Vo11/Meir.html.
103. Merbold, C. (1989) Sportsponsoring aus der Sicht eines Investitionsgüterherstellers. In A. Hermanns (ed.) Sport- und Kultursponsoring, pp. 122–132. Munich: Vahlen.
104. Millmann, I. (1995) Broadcast sponsorship–the viewers views–what does it do for sponsors? Proceedings of the ESOMAR Seminar on Advertising, Sponsorship and Promotion. Madrid, March, pp. 125–145.
105. Minquet, J.P.L. (1999) ‘Mondial’, sponsoring et finance. Revue Française du Marketing, 172(2), pp. 65–78.
106. Miyazaki, A.D. & Morgan, A.G. (2001) Assessing market value of event sponsoring: corporate olympic sponsorships. Journal of Advertising Research, 41(1), pp. 9–15.
107. Moore, J.N., Pickett, G.M. & Grove, S.J. (1999) The impact of a video screen and rotational-signage systems on satisfaction and advertising recognition. Journal of Services Marketing, 13(6), pp. 453–468.
108. Müller, F. (1983) Banden- und Sportwerbung. Eine Untersuchung zur Wirkung von Bandenwerbung und zur Einstellung gegenüber Werbung im Sport. Interview und Analyse, 10(4/5), pp. 152–156.
109. Mussler, D. (1989) Organisation und Durchführung des Sponsoring. In A. Hermanns (ed.) Sport- und Kultursponsoring, pp. 29–38. Munich: Vahlen.
110. Nicholls, J.A.F., Roslow, S. & Dublish, S. (1999) Brand recall and brand preference at sponsored golf and tennis tournaments. European Journal of Marketing, 33(3/4), pp. 365–386.
111. Nötzel, R. (1988) Zur Werbewirkung von Sportwerbung als regionales Medium. Planung und Analyse, 3, pp. 122–127.
112. Olivier, A.J. & Kraak, E.M. (1997) Sponsorship effectiveness. What is driving consumer response? In European Society for Market Research (ed.) Proceedings of the 210th ESOMAR Seminar, New Ways for Integrated Communications, Paris, 16–18 April, Amsterdam: ESOMAR.
113. Olkkonen, R. (2001) Case study: the network approach to international sport sponsorship arrangement. Journal of Business & Industrial Marketing, 16(4), pp. 309–329.
114. Olkkonen, R., Tikkanen, H. & Alajoutsijärvi, K. (2000) Sponsorship as relationships and networks: implications for research. Corporate Communications: An International Journal, 5(1), pp. 12–18.
115. Payne, M. (1998) Ambush marketing: the undeserved advantage. Psychology & Marketing, 15(4), pp. 323–331.
116. Perlstein, J. & Piquet, S. (1985) La communication dans l’événement: sponsoring et mécénat. Revue Française du Marketing, 105, pp. 31–40.
117. Pham, M.T. & Johar, G.V. (2001) Market prominence biases in sponsorship identification: processes and consequentiality. Psychology & Marketing, 18(2), pp. 123–143.
118. Piquet, S. (1998) Sponsoring sportif et communication sociale. Revue Française de Gestion, 84, pp. 66–74.
119. Piquet, S. (1999) Les stratégies des annonceurs dans le Mondial 1998. Revue Française du Marketing, 172(2), pp. 51–56.
120. Pohl, K-W. (1991) Sponsoring et télévision en Allemagne. Revue Française du Marketing, 131, pp. 31–36.
121. Pope, N.K.L. (1998a) Consumption values, sponsorship awareness, brand and product use. Journal of Product & Brand Management, 7(2), pp. 124–136.
122. Pope, N.K.L. (1998b) Overview of current sponsorship thought. Cyber-Journal of Sport Marketing (online), 2(1), available at www.cjsm.com.Vol2/pope21.html.
123. Pope, N.K.L. & Voges, K.E. (1997) An exploration of sponsorship awareness by product message location in televised sporting events. Cyber-Journal of Sport Marketing (online), 2(1), available at www.cjsm.com.Vo11/pope&voges.html.
124. Püttmann, M. (1991) Musik-Sponsoring: Grundlagen und Ergebnisse einer Veranstalterbefragung. Werbeforschung & Praxis, 36(1), pp. 21–29.
125. Quester, P.G. (1997a) 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), pp. 1–20.
126. Quester, P.G. (1997b) Sponsorship returns: the value of naming rights. Corporate Communications: An International Journal, 2(3), pp. 101–108.
127. Quester, P.G. & Farrelly, F. (1998) Brand association and memory decay effects of sponsorship: the case of the Australian Formula One Grand Prix. Journal of Product and Brand Management, 7(6), pp. 539–556.
128. Quester, P.G. & Rungie, C. (1998) Hierarchical log linear analysis: an application to sponsorship. Cyber-Journal of Sport Marketing (online), 2(3), available at www.cjsm.com.Vol2/quester23.htm.
129. Quester, P.G. & Thompson, B. (2001) Advertising and promotion leverage on arts sponsorship effectiveness. Journal of Advertising Research, 41(1), pp. 33–47.
130. Quester, P.G., Farrelly, F. & Burton, R. (1998) Sports sponsorship management: a multinational comparative study. Journal of Marketing Communications, 4, pp. 115–128.
131. Reiter, G. & Serr, T. (1991) Sportwerbung an der Bande. Wirkungsmessung anläßlich der Fußball-Weltmeisterschaft 1990 in Italien. Planung und Analyse, 4, pp. 143–146.
132. Renner, J. & Tischler, S. (1977) Sportfans gegen Bandenwerber 6:4. Absatzwirtschaft, 20(2), February, pp. 34–36.
133. Rose, V. (1987) Sponsoring sportif: on joue, on marque … on gagne? In Proceedings 8th ‘Journées des IAE’, Future et gestion de l’entreprise, Vol. 2, pp. 959–972. Poitier: Institut d’Administration des Entreprises.
134. Schapira, L. (1999) Le sponsoring de la Coupe du Monde de Football 1998. Visibilité des partenaires et incidence sur la perception de leurs actions de sponsoring dans dautres domaines. Revue Française du Marketing, 172(2), pp. 79–84.
135. Schumann, F. (1987) Und am Rand steigt der Bekanntheitsgrad. Die Wirkung der Bandenwerbung bei zwei ausgesuchten Spielen der Fußball Europameisterschaft 1984. In J. Hackforth (ed.) Sportmedien und Mediensport: Wirkungen–Nutzung–Inhalte der Sportberichterstattung, pp. 57–79. Berlin: Vistas.
136. Shanahan, P. (1988) Using sponsorship to communicate to teenagers: ‘be your best’ a case study. ESOMAR, pp. 83–103.
137. Shani, D. & Sandler, D.M. (1998) Ambush marketing: is confusion to blame for the flickering of the flame? Psychology & Marketing, 15(4), pp. 367–383.
138. Shilbury, D. & Berriman, T. (1996) Sponsorship awareness: a study of St Kilda Football Club supporter. Sports Marketing Quarterly, 5(1), pp. 13–22.
139. Stipp, H. (1998) The impact of Olympic sponsorship on corporate image. International Journal of Advertising, 17(1), pp. 75–87.
140. Stipp, H. & Schiavone, N.P. (1996) Modeling the impact of Olympic sponsorship on corporate image. Journal of Advertising Research, 36(4), pp. 22–28.
141. Studiengruppe Naether (1974) Untersuchungsreihe über Sportwerbung. In Beratungsgruppe Tischler (ed.) Sportwerbung–Wirkungen und Werbewert, 8th edn, pp. 92–101. Berlin: Naether.
142. Thwaites, D. (1995) Professional football sponsorship–profitable or profligate? International Journal of Advertising, 14(2), pp. 149–164.
143. Thwaites, D., Aguilar-Manjarrez, R. & Kidd, C. (1998) Sports sponsorship development in leading Canadian companies: issues & trends. International Journal of Advertising, 17(1), pp. 29–49.
144. Troll, K.F. (1983a) Wirkung von Bandenwerbung–Bericht über ein Pilotprojekt. Jahrbuch der Absatz- und Verbraucherforschung, 29, pp. 201–220.
145. Troll, K.F. (1983b) Bandenwerbung: Aufstiegschancen für Recall-Werte. Absatzwirtschaft, 8, pp. 38–42.
146. Vignali, C. (1997) The MIXMAP-model for international sport sponsorship. European Business Review, 97(4), pp. 187–193.
147. Walliser, B. (1992) The memorization of perimeter board advertising with and without supplementary classic advertising. In Expoconsult (ed.) Sponsorship Europe ’92 Conference Proceedings (simultaneously: ESOMAR Seminar on Sponsorship), Monaco, 2–4 December, pp. 249–259. Maarssen, The Netherlands: ESOMAR.
148. Walliser, B. (1993) Modèle explicatif de l’influence du sponsoring sur le spectateur d’un événement sportif. In Proceedings of the 9th Congress of the French Marketing Association (AFM), May, pp. 668–697. Marseille: Association Française de Marketing.
149. Walliser, B. (1994) Les déterminants de la mémorisation des sponsors. Revue Française du Marketing, 150, pp. 83–95.
150. Walliser, B. (1996) Le rôle de l’intensité des émotions éprouvées par le téléspectateur dans la mémorisation des parrains. Recherche et Applications en Marketing, 11(1), pp. 6–19.
151. Walliser, B. (1997a) A comparison of the effectiveness of perimeter and outdoor advertising. What sponsorship can learn from outdoor advertising. Asia-Australia Marketing Journal, 5(1), pp. 21–31.
152. Walliser, B. (1997b) Über den Zusammenhang zwischen Markenbekanntheit und Wiedererkennung bei der Bandenwerbung. Marketing–Zeitschrift für Forschung und Praxis, 19(1), pp. 43–52.
153. Walliser, B. & Nanopoulos, P. (2000) Qui a gagné la coupe du monde 1998? Déterminants et importance de lassociation durable des sponsors à l’événement. In Proceedings of the 16th Congress of the French Marketing Association (AFM), May, pp. 723–734. Montreal: Association Française de Marketing.
154. Weidner, L.E. (1989) Sponsoring braucht Ziele. Ergebnisse einer Unternehmensbefragung. Jahrbuch der Werbung in Deutschland, Österreich und der Schweiz, 26. Düsseldorf: Econ Verlag, pp. 68–74.
155. Wilson, G.A. (1997) Does sport sponsorship have a direct effect on product sales? Cyber-Journal of Sport Marketing (online), 1(4), available at www.cad.gu.edu.au/csjm/wilson.htm.
156. Witt, G. & Angenendt, C. (1992) Wege der Wirkungskontrolle beim Sponsoring. Planung und Analyse, 3, pp. 10–14.
157. Wolton, C. (1988) Arts sponsorship: harmony or discord? European Research, 16(2), pp. 87–94.
158. Wright, R. (1988) Measuring awareness of British football sponsorship. European Research, 16(2), pp. 104–108.
159. Zentes, J. & Deimel, K. (1991) Mécénat, encouragement à la culture, sponsoring–de nouvelles chances pour le marketing. Revue Française du Marketing, 131, pp. 13–29.