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Brand association and memory decay effects of sponsorship:

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References

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1987Dimensions of Consumer Expertise4,373 cited
1985Measuring Consumer Involvement Profiles2,247 cited
1987The Power of Feelings in Understanding Advertising Effects1,119 cited
1981Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?1,067 cited
1985Mood States and Consumer Behavior: A Critical Review1,046 cited
1981Attitude toward the AD as a Mediator of Consumer Brand Choice820 cited
1997A model of image creation and image transfer in event sponsorship762 cited
1992The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What is Incongruency?723 cited
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1987Happy and Sad TV Programs: How They Affect Reactions to Commercials503 cited
1997Advertising communications & promotion management429 cited
1984Informational and Transformational Advertising: the Differential Effects of Time371 cited
1990The Role of Time in the Action of the Consumer356 cited

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1991Sponsorship and the Image of the Sponsor312 cited

Cited by

2004Examining important relationship quality constructs of the focal sponsorship exchange211 cited
2012The Viewer’s Reception and Processing of Sponsorship Information in Sport Telecasts125 cited
2001The Impact of Sports Sponsorship on Consumers' Brand Attitudes and Recall: The Case of NASCAR Fans116 cited
2012Sponsorship congruence and brand image115 cited
2006How Event Sponsors Are Really Identified: A (Baseball) Field Analysis94 cited
2005Investigating sponsorship effectiveness: Do less familiar brands have an advantage over more familiar brands in single and multiple sponsorship arrangements?89 cited
2004An Examination of the Effects of Time on Sponsorship Awareness Levels89 cited
2003Cognitive Evaluation: Prompts used to Measure Sponsorship Awareness86 cited
2013The role of sponsorship fit for changing brand affect: A latent growth modeling approach83 cited
2005Image transfer in sports sponsorships: an assessment of moderating effects79 cited
2005Investigating the Influence of a Joint Sponsorship of Rival Teams on Supporter Attitudes and Brand Preferences79 cited
2015Evaluating sponsorship through the lens of the resource-based view: The potential for sustained competitive advantage77 cited
2014Dynamic Effects of Sponsoring: How Sponsorship Awareness Develops Over Time76 cited
2011Sponsorship‐linked marketing: a set of research propositions75 cited
2011"Food company sponsors are kind, generous and cool": (Mis)conceptions of junior sports players73 cited
2003What Drives Renewal of Sponsorship Principal/Agent Relationships?69 cited