References

• 1999Building Brand Image Through Event Sponsorship: The Role of Image Transfer1,041 cited
• 2004CONGRUENCE EFFECTS IN SPONSORSHIP: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive972 cited
• 1998An International Review of Sponsorship Research710 cited
• 2001Understanding sponsorship effects561 cited
• 2004Integrated Marketing Communications543 cited
• 2003An international review of sponsorship research: extension and update412 cited
• 1996Sponsorship: From Management Ego Trip to Marketing Success389 cited
• 1994The Bridge from Text to Mind: Adapting Reader-Response Theory to Consumer Research374 cited
• 1999An investigation of match-up effects in sport sponsorship advertising: The implications of consumer advertising schemas324 cited
• 1995Consumer Research: Introspective Essays on the Study of Consumption322 cited
• 1991Sponsorship and the Image of the Sponsor312 cited
• 1995Consumer evaluations of sponsorship programmes263 cited
• 1999Consumer reactions to product placement strategies in television sponsorship208 cited
• 1991Sponsorship – Legitimising the Medium193 cited
• 2001Sponsorship and Congruity Theory: a Theoretical Framework For Explaining Consumer Attitude and Recall of Event Sponsorship