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The Power Of Numbers: Investigating the Impact of Event Roster Size in Consumer Response to Sponsorship

16 references·16 citing·51 second hopsampled

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References

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2004CONGRUENCE EFFECTS IN SPONSORSHIP: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive972 cited
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1992

The Effects of Brand Extensions on Market Share and Advertising Efficiency

744 cited

1998An International Review of Sponsorship Research710 cited

Cited by

2016Leveraged marketing communications: a framework for explaining the effects of secondary brand associations55 cited
2012Memory of Sponsorship-Linked Marketing Communications54 cited
2015“I support your team, support me in turn!”51 cited
2021Promoting authenticity through celebrity brands46 cited
2020Understanding Sponsorship: A Consumer-Centric Model of Sponsorship Effects44 cited
2013How fit connects service brand sponsors with consumers' passions for sponsored events39 cited
2018Sponsorship antecedents and outcomes in participant sport settings36 cited
2012Effects of Strategic Exiting from Sponsorship after Negative Event Publicity33 cited
2010Brand Images Causal Relationships in a Multiple Sport Event Sponsorship Context: Developing Brand Value through Association with Sponsees33 cited
2015The Vigor of a Disregarded Ally in Sponsorship: Brand Image Transfer Effects Arising from a Cosponsor32 cited
2016Sponsorship networks: toward an innovative model30 cited
2015Brand Stereotyping and Image Transfer in Concurrent Sponsorships30 cited
2016It Works Two Ways: Impacts of Sponsorship Alliance upon Sport and Sponsor Image25 cited
2015Brand Spillover Effects Within a Sponsor Portfolio: The Interaction of Image Congruence and Portfolio Size23 cited
2012And now, goodbye23 cited
2018Sponsees: the silent side of sponsorship research23 cited