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Awareness as a measure of sponsorship effectiveness: the Adelaide Formula One Grand Prix and evidence of incidental ambush effects
5 references·16 citing·38 second hop
Awareness as a measure of sponsorship effectiveness: the Adelaide Formula One Grand Prix and evidence of incidental ambush effects (1997)Awareness as a measure of sponsorship eff…Point of View: Ambush Marketing: Immoral or Imaginative Practice? (1994)Point of View: Ambush Marketi…The Corporate (Sports) Sponsor (1992)The Corporate (Sports) SponsorThe Role of Sponsorship in the Marketing Communications Mix (1991)The Role of Sponsorship in th…Sponsorship: An Important Component of the Promotions Mix (1987)Sponsorship: An Important Com…Corporate Objectives in Sports Sponsorship (1987)Corporate Objectives in Sport…Why Do Marketing Relationships End? Findings From an Integrated Model of Sport Sponsorship Decision-Making (2017)Why Do Marketing Relationship…Fans’ resistance to naming right sponsorships (2014)Fans’ resistance to naming ri…Memory for Sponsorship Relationships: A Critical Juncture in Thinking (2013)Memory for Sponsorship Relati…Sponsorship and CSR: is there a link? A conceptual framework (2011)Sponsorship and CSR: is there…Creating brand equity in the Chinese clothing market (2009)Creating brand equity in the …Predicting Sponsorship Outcomes from Attitudinal Constructs: The Case of a Professional Basketball Event (2007)Predicting Sponsorship Outcom…How Event Sponsors Are Really Identified: A (Baseball) Field Analysis (2006)How Event Sponsors Are Really…Defending the Co-Branding Benefits of Sponsorship B2B Partnerships: The Case of Ambush Marketing (2005)Defending the Co-Branding Ben…The NASCAR Phenomenon: Auto Racing Sponsorships and Shareholder Wealth (2004)The NASCAR Phenomenon: Auto R…Cognitive Evaluation: Prompts used to Measure Sponsorship Awareness (2003)Cognitive Evaluation: Prompts…The Impact of Sports Sponsorship on Consumers' Brand Attitudes and Recall: The Case of NASCAR Fans (2001)The Impact of Sports Sponsors…Attitudinal Effects of Combined Sponsorship and Sponsor’s Prominence on Basketball in Europe (2001)Attitudinal Effects of Combin…Managerial mindsets and the symbiotic relationship between sponsorship and advertising (1998)Managerial mindsets and the s…Focusing commercial sponsorship on the internal corporate audience (1998)Focusing commercial sponsorsh…Brand association and memory decay effects of sponsorship: (1998)Brand association and memory …Integrating sports sponsorship into the corporate marketing function: an international comparative study (1997)Integrating sports sponsorshi…Commercial Sponsorship (1983)Attitudinal constructs towards sponsorship (1997)Dimensions of Business and Nonprofit Collaborative Relationships (2003)Building contemporary brands: a sponsorship-based strategy (2004)Dimensions of Consumer Expertise (1987)Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)Building Strong Brands (1995)Examining important relationship quality constructs of the focal sponsorship exchange (2004)Exploring Destination Image Decay (2012)The Viewer’s Reception and Processing of Sponsorship Information in Sport Telecasts (2012)A Test of Services Marketing Theory: Consumer Information Acquisition Activities (1991)The Behavioral Consequences of Service Quality (1996)Quality, satisfaction and behavioral intentions (2000)Analysing the professional sport experience: A hierarchical approach (2011)The influence of involvement, following sport and fan identification on fan loyalty: an Australian perspective (2012)Theory of the firm: Managerial behavior, agency costs and ownership structure (1976)Using daily stock returns (1985)Managers’ Perceptions of the Impact of Sport Sponsorship on Brand Equity: Which Aspects of the Sponsorship Matter Most? (2011)Celebrity Endorsements, Firm Value, and Reputation Risk: Evidence from the Tiger Woods Scandal (2013)New Challenges in Sponsorship Evaluation Actors, New Media, and the Context of Praxis (2013)Attitudinal effects of mere exposure. (1968)The Psychology of Attitudes (1997)Sport sponsorship, team support and purchase intentions (2008)Understanding Consumer Response to Sponsorship Information: A Resource‐Matching Approach (2012)Eat, drink and gamble: marketing messages about ‘risky’ products in an Australian major sporting series (2013)Sponsorship – Legitimising the Medium (1991)Case study: The network approach to international sport sponsorship arrangement (2001)Leveraging sponsorship: The activation ratio (2013)Sponsorship and the Image of the Sponsor (1991)Ambush marketing: Is confusion to blame for the flickering of the flame? (1998)Current developments & future directions in sponsorship (1998)The Effect of Influencer Marketing on Consumers’ Brand Admiration and Online Purchase Intentions: An Emerging Market Perspective (2019)Market prominence biases in sponsor identification: Processes and consequentiality (2001)THE EFFECTS OF SPONSOR RELEVANCE ON CONSUMER REACTIONS TO INTERNET SPONSORSHIPS (2003)The Influence of Social Alliances with Sports Teams on Intentions to Purchase Corporate Sponsors' Products (2000)Social identity effects in a belief-attitude-intentions hierarchy: Implications for corporate sponsorship (2001)Research on Corporate Philanthropy: A Review and Assessment (2013)Brand recall and brand preference at sponsored golf and tennis tournaments (1999)
this work references cited by second hop

References

  • 1991The Role of Sponsorship in the Marketing Communications Mix464 cited
  • 1987Corporate Objectives in Sports Sponsorship184 cited
  • 1987Sponsorship: An Important Component of the Promotions Mix182 cited
  • 1994Point of View: Ambush Marketing: Immoral or Imaginative Practice?150 cited
  • 1992The Corporate (Sports) Sponsor142 cited

Cited by

  • 2007Predicting Sponsorship Outcomes from Attitudinal Constructs: The Case of a Professional Basketball Event133 cited
  • 1998Brand association and memory decay effects of sponsorship:128 cited
  • 2004The NASCAR Phenomenon: Auto Racing Sponsorships and Shareholder Wealth126 cited
  • 1997Integrating sports sponsorship into the corporate marketing function: an international comparative study118 cited
  • 2001The Impact of Sports Sponsorship on Consumers' Brand Attitudes and Recall: The Case of NASCAR Fans116 cited
  • 2005Defending the Co-Branding Benefits of Sponsorship B2B Partnerships: The Case of Ambush Marketing114 cited
  • 2001Attitudinal Effects of Combined Sponsorship and Sponsor’s Prominence on Basketball in Europe98 cited
  • 2006How Event Sponsors Are Really Identified: A (Baseball) Field Analysis94 cited
  • 2011Sponsorship and CSR: is there a link? A conceptual framework88 cited

Only edges whose both ends are imported exist here. Widen the year window, or show the whole map. Back to the work

  • 2003Cognitive Evaluation: Prompts used to Measure Sponsorship Awareness86 cited
  • 2017Why Do Marketing Relationships End? Findings From an Integrated Model of Sport Sponsorship Decision-Making78 cited
  • 1998Managerial mindsets and the symbiotic relationship between sponsorship and advertising77 cited
  • 2009Creating brand equity in the Chinese clothing market73 cited
  • 2013Memory for Sponsorship Relationships: A Critical Juncture in Thinking66 cited
  • 1998Focusing commercial sponsorship on the internal corporate audience65 cited
  • 2014Fans’ resistance to naming right sponsorships59 cited