Article2005

SPONSORSHIP-LINKED MARKETING: OPENING THE BLACK BOX

T. Bettina Cornwell · Clinton S. Weeks · Donald P. Roy

679 citations0/0 files storedJournal of Advertising

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Sponsorship of sports, arts, and causes has become a mainstream marketing communications tool. A great deal of fieldwork has attempted to gauge the relative effectiveness of sponsorship in a marketing context, but these weakly controlled field studies contribute little to our understanding of how individuals process sponsorship-linked marketing communications. By considering possible underlying information-processing mechanics, individual- and group-level factors, market factors, and management factors, together with theorized sponsorship outcomes, this paper offers a model of consumer-focused sponsorship-linked marketing communications that summarizes and extends theoretical understanding of the topic.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2004The Social Identity Theory of Intergroup Behavior 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1995Building Strong Brands 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process 1988The Role of Involvement in Attention and Comprehension Processes 1989Schema Congruity as a Basis for Product Evaluation 1985Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments

Cited by

2011Achieving brand loyalty through sponsorship: the role of fit and self-congruity 2006Sponsorship-Linked Marketing: The Role of Articulation in Memory 2010Alliances Between Brands and Social Causes: The Influence of Company Credibility on Social Responsibility Image 2008State of Art and Science in Sponsorship-Linked Marketing 2008Leveraging sponsorships on the Internet: Activation, congruence, and articulation 2011Explaining and Articulating the Fit Construct in Sponsorship

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