References

• 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity14,745 cited
• 1974Advertising as Information3,430 cited
• 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context2,191 cited
• 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations1,953 cited
• 1999How Advertising Works: What Do We Really Know?1,436 cited
• 1999Building Brand Image Through Event Sponsorship: The Role of Image Transfer1,041 cited
• 2000Determinants of Sports Sponsorship Response1,015 cited
• 2004CONGRUENCE EFFECTS IN SPONSORSHIP: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive972 cited
• 1986Consumer Learning: Advertising and the Ambiguity of Product Experience908 cited
• 1997A model of image creation and image transfer in event sponsorship762 cited
• 1998An International Review of Sponsorship Research710 cited
• 2003A model of fan identification: antecedents and sponsorship outcomes629 cited
• 1983Attitude-Behavior Consistency: The Impact of Product Trial versus Advertising563 cited
• 1982How Advertising Works: A Planning Model552 cited
• 1986