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Tries and conversions: are sports sponsors pursuing the right objectives?
16 references·5 citing·49 second hop
Tries and conversions: are sports sponsors pursuing the right objectives? (2005)Tries and conversions: are sports sponsor…Sponsorship: perspectives on its strategic role (2003)Sponsorship: perspectives on …Sponsorship - A Confirmed Weapon in the Promotional Armoury (2001)Sponsorship - A Confirmed Wea…Case study: The network approach to international sport sponsorship arrangement (2001)Case study: The network appro…Advertising and Promotion Leverage on Arts Sponsorship Effectiveness (2001)Advertising and Promotion Lev…Toward effective use of cause‐related marketing alliances (2000)Toward effective use of cause…Sponsorship as relationships and networks: implications for research (2000)Sponsorship as relationships …Research Methods for Business Students (2000)Research Methods for Business…Marketing Communications: Principles and Practice (1998)Marketing Communications: Pri…An International Review of Sponsorship Research (1998)An International Review of Sp…Integrating sports sponsorship into the corporate marketing function: an international comparative study (1997)Integrating sports sponsorshi…Attitudinal constructs towards sponsorship (1997)Attitudinal constructs toward…Sponsorship: From Management Ego Trip to Marketing Success (1996)Sponsorship: From Management …Ambush Marketing ¿ A Threat to Corporate Sponsorship (1996)Ambush Marketing ¿ A Threat t…Point of View: Ambush Marketing: Immoral or Imaginative Practice? (1994)Point of View: Ambush Marketi…From Marketing Mix to Relationship Marketing (1994)From Marketing Mix to Relatio…Sponsorship – Legitimising the Medium (1991)Sponsorship – Legitimising th…The importance of context in understanding football fans’ reactions to corporate stadia naming rights sponsorships (2020)The importance of context in …Hidden agenda in sport sponsorship – The influence of managers’ personal objectives on sport sponsorship decisions (2020)Hidden agenda in sport sponso…The Role of Brand Knowledge in Determining Sponsorship Effectiveness (2013)The Role of Brand Knowledge i…Marketing through sport: a case of a religious organization (2010)Marketing through sport: a ca…And did those feet? Getting medieval England “on-message” (2008)And did those feet? Getting m…A Paradigm for Developing Better Measures of Marketing Constructs (1979)An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context (1989)Scale Development : Theory and Applications (1991)THE EFFECTS OF SPONSOR RELEVANCE ON CONSUMER REACTIONS TO INTERNET SPONSORSHIPS (2003)A critical review of forms of corporate community involvement: from philanthropy to partnerships (2007)Measuring the Effectiveness of Sponsorship of an Elite Intercollegiate Football Program (2008)Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? (1981)Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)The Commitment-Trust Theory of Relationship Marketing (1994)A model of fan identification: antecedents and sponsorship outcomes (2003)SPONSORSHIP-LINKED MARKETING: OPENING THE BLACK BOX (2005)Sport and social media research: A review (2014)A framework linking intangible resources and capabiliites to sustainable competitive advantage (1993)A model of image creation and image transfer in event sponsorship (1997)Building Brand Image Through Event Sponsorship: The Role of Image Transfer (1999)Predicting Sponsorship Outcomes from Attitudinal Constructs: The Case of a Professional Basketball Event (2007)Delineating the outcomes of sponsorship (2009)Expressing Identity and Shaping Image: The Relationship between Corporate Mission and Corporate Sponsorship (2009)WHAT'S IN A NAME? REPUTATION BUILDING AND CORPORATE STRATEGY. (1990)Managing Brand Equity (1991)The Company and the Product: Corporate Associations and Consumer Product Responses (1997)Does perceived consumer fit matter in corporate social responsibility issues? (2011)Gap analysis of green hotel marketing (2013)“Thanks for watching”. The effectiveness of YouTube vlogendorsements (2018)Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy (1988)The Role of Sponsorship in the Marketing Communications Mix (1991)Assessing the Effectiveness of Sport Sponsorships — An Empirical Examination (2004)The Case for Strategic Corporate Social Responsibility in Developing Countries (2007)Leveraging sponsorships on the Internet: Activation, congruence, and articulation (2008)Sponsorship and the Image of the Sponsor (1991)Awareness as a measure of sponsorship effectiveness: the Adelaide Formula One Grand Prix and evidence of incidental ambush effects (1997)Ambush marketing: Is confusion to blame for the flickering of the flame? (1998)The Effect of Influencer Marketing on Consumers’ Brand Admiration and Online Purchase Intentions: An Emerging Market Perspective (2019)Attitudes and Cognitive Organization (1946)Awareness of Sponsorship and Corporate Image: An Empirical Investigation (1994)Brand Endorsement, Popularity, and Event Sponsorship as Advertising Cues Affecting Consumer Pre-Purchase Attitudes (1999)Achieving brand loyalty through sponsorship: the role of fit and self-congruity (2011)Sport Sponsorship: The Relationship Between Team Loyalty, Sponsorship Awareness, Attitude Toward the Sponsor, and Purchase Intentions (2013)An Inquiry into the Nature and Causes of the Wealth of Nations (1776)The Structure of Scientific Revolutions (1963)Markets and Hierarchies: Analysis and Antitrust Implications. (1976)Managing Customer Relationships for Profit: The Dynamics of Relationship Quality (1994)The New Public Governance? 1 (2006)Customer engagement, buyer‐seller relationships, and social media (2012)The role of music in adolescents' mood regulation (2006)Survey response rate levels and trends in organizational research (2008)TWO CRITERIA FOR GOOD MEASUREMENTS IN RESEARCH: VALIDITY AND RELIABILITY (2017)Sponsorship and advertising: A comparison of consumer perceptions (2001)Brand equity’s influence on responses to event sponsorships (2003)
this work references cited by second hop

References

  • 2000Research Methods for Business Students5,592 cited
  • 1994From Marketing Mix to Relationship Marketing1,410 cited
  • 1998An International Review of Sponsorship Research710 cited
  • 1996Sponsorship: From Management Ego Trip to Marketing Success389 cited
  • 2001Advertising and Promotion Leverage on Arts Sponsorship Effectiveness281 cited
  • 2000Toward effective use of cause‐related marketing alliances232 cited
  • 1991Sponsorship – Legitimising the Medium193 cited
  • 1997Attitudinal constructs towards sponsorship181 cited
  • 1994Point of View: Ambush Marketing: Immoral or Imaginative Practice?150 cited
  • 2003Sponsorship: perspectives on its strategic role148 cited
  • 1996Ambush Marketing ¿ A Threat to Corporate Sponsorship128 cited
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  • 2001Case study: The network approach to international sport sponsorship arrangement117 cited
  • 2000

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Sponsorship as relationships and networks: implications for research
90 cited

Cited by

  • 2020The importance of context in understanding football fans’ reactions to corporate stadia naming rights sponsorships21 cited
  • 2020Hidden agenda in sport sponsorship – The influence of managers’ personal objectives on sport sponsorship decisions21 cited
  • 2013The Role of Brand Knowledge in Determining Sponsorship Effectiveness20 cited
  • 2008And did those feet? Getting medieval England “on-message”11 cited
  • 2010Marketing through sport: a case of a religious organization10 cited