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Winning the Olympic marketing game: recall of logos on clothing, equipment and venues at the 2006 Winter Olympics
16 references·4 citing·49 second hop
Winning the Olympic marketing game: recall of logos on clothing, equipment and venues at the 2006 Winter Olympics (2008)Winning the Olympic marketing game: recal…Sales and Marketing Management (2007)Sales and Marketing ManagementIn-stadium sponsorship evaluation of a mega-sponsee: the 2004 Grey Cup (2007)In-stadium sponsorship evalua…Understanding sponsorship effects (2001)Understanding sponsorship eff…Sponsorship and recall of sponsors (2001)Sponsorship and recall of spo…Sponsorship - A Confirmed Weapon in the Promotional Armoury (2001)Sponsorship - A Confirmed Wea…Market prominence biases in sponsor identification: Processes and consequentiality (2001)Market prominence biases in s…Determinants of Sports Sponsorship Response (2000)Determinants of Sports Sponso…Ambush marketing – ‘An Olympic event’ (2000)Ambush marketing – ‘An Olympi…Relatedness, Prominence, and Constructive Sponsor Identification (1999)Relatedness, Prominence, and …An investigation of match-up effects in sport sponsorship advertising: The implications of consumer advertising schemas (1999)An investigation of match-up …An International Review of Sponsorship Research (1998)An International Review of Sp…Ambush marketing: The undeserved advantage (1998)Ambush marketing: The undeser…THE THRILL OF A CLOSE GAME (1997)THE THRILL OF A CLOSE GAMESponsorship: From Management Ego Trip to Marketing Success (1996)Sponsorship: From Management …Point of View: Ambush Marketing: Immoral or Imaginative Practice? (1994)Point of View: Ambush Marketi…Sponsorship: The Newest Marketing Skill (1981)Sponsorship: The Newest Marke…The Effectiveness of Sponsorship of the F1 Singapore Grand Prix (2017)The Effectiveness of Sponsors…Sponsor recall in sports events of short duration: empirical evidence from swimming competitions (2017)Sponsor recall in sports even…Event-specific ambush marketing legislation for mega-sporting events: an economics perspective (2015)Event-specific ambush marketi…A Systematic Literature Review on Ambush Marketing in Sport (2015)A Systematic Literature Revie…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)Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement (1983)Sponsorship-Linked Marketing: The Role of Articulation in Memory (2006)Sport Sponsorship: The Relationship Between Team Loyalty, Sponsorship Awareness, Attitude Toward the Sponsor, and Purchase Intentions (2013)Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement (2014)Advances in Consumer Research (2025)Measuring Consumer Involvement Profiles (1985)Mood States and Consumer Behavior: A Critical Review (1985)The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising (1994)An international review of sponsorship research: extension and update (2003)Achieving brand loyalty through sponsorship: the role of fit and self-congruity (2011)Better together? Harnessing the power of brand placement through program sponsorship messages (2017)Measuring the Involvement Construct (1985)The Role of Involvement in Attention and Comprehension Processes (1988)Does Flow Influence the Brand Image in Event Marketing? (2008)The effects of sport involvement, sponsor awareness and corporate image on intention to purchase sponsors' products (2008)The Matching Effect of Brand and Sporting Event Personality: Sponsorship Implications (2009)The Discovery of Grounded Theory: Strategies for Qualitative Research. (1968)On the Evaluation of Structural Equation Models (1988)Dimensions of Brand Personality (1997)CONGRUENCE EFFECTS IN SPONSORSHIP: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive (2004)The impact of perceived corporate social responsibility on consumer behavior (2005)How Sustainability Ratings Might Deter ‘Greenwashing’: A Closer Look at Ethical Corporate Communication (2011)Confirmation, disconfirmation, and information in hypothesis testing. (1987)Advances in Consumer Research (1992)Behavioral Decision Research: A Constructive Processing Perspective (1992)Building contemporary brands: a sponsorship-based strategy (2004)I Spy a Sponsor: The Effects of Sponsorship Level, Prominence, Relatedness, and Cueing on Recall Accuracy (2007)Delineating the outcomes of sponsorship (2009)Sponsorship – Legitimising the Medium (1991)Sponsorship and the Image of the Sponsor (1991)The Role of Sponsorship in the Marketing Communications Mix (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)Technology Diffusion: An Empirical Test of Competitive Effects (1989)Dependence, Trust, and Relational Behavior on the Part of Foreign Subsidiary Marketing Operations: Implications for Managing Global Marketing Operations (2001)Effect of Ethical Climate on Turnover Intention: Linking Attitudinal- and Stress Theory (2007)Brand Placement Recognition (2004)Does perceived consumer fit matter in corporate social responsibility issues? (2011)The Viewer’s Reception and Processing of Sponsorship Information in Sport Telecasts (2012)
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References

  • 2000Determinants of Sports Sponsorship Response1,015 cited
  • 1998An International Review of Sponsorship Research710 cited
  • 2001Understanding sponsorship effects561 cited
  • 1996Sponsorship: From Management Ego Trip to Marketing Success389 cited
  • 2007Sales and Marketing Management382 cited
  • 1999An investigation of match-up effects in sport sponsorship advertising: The implications of consumer advertising schemas324 cited
  • 2001Sponsorship and recall of sponsors207 cited
  • 2001Market prominence biases in sponsor identification: Processes and consequentiality179 cited
  • 1994Point of View: Ambush Marketing: Immoral or Imaginative Practice?150 cited
  • 1999Relatedness, Prominence, and Constructive Sponsor Identification149 cited
  • 2001Sponsorship - A Confirmed Weapon in the Promotional Armoury126 cited
  • 1998Ambush marketing: The undeserved advantage92 cited
  • 1997THE THRILL OF A CLOSE GAME91 cited
  • 2007In-stadium sponsorship evaluation of a mega-sponsee: the 2004 Grey Cup35 cited
  • 2000Ambush marketing – ‘An Olympic event’34 cited
  • 1981Sponsorship: The Newest Marketing Skill

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24 cited

Cited by

  • 2015Event-specific ambush marketing legislation for mega-sporting events: an economics perspective15 cited
  • 2017The Effectiveness of Sponsorship of the F1 Singapore Grand Prix12 cited
  • 2015A Systematic Literature Review on Ambush Marketing in Sport10 cited
  • 2017Sponsor recall in sports events of short duration: empirical evidence from swimming competitions9 cited