Sponsorship-linked marketing: Research surpluses and shortages
TB Cornwell, Y Kwon - Journal of the Academy of Marketing Science, 2020 - Springer
This systematic review of sponsorship-linked marketing from 1996 to 2017 analyzes the
current state of research. The overarching conclusion is that there is a surplus of research …
current state of research. The overarching conclusion is that there is a surplus of research …
The effect of influencer–product fit on advertising recognition and the role of an enhanced disclosure in increasing sponsorship transparency
Many brands are now working on Instagram to promote, showcase their products and
services, and benefit from the potentialities of Influencer Marketing. A detailed investigation …
services, and benefit from the potentialities of Influencer Marketing. A detailed investigation …
Congruence effects in sponsorship: The mediating role of sponsor credibility and consumer attributions of sponsor motive
Corporations sponsoring causes may hope to create the appearance of" good citizenship."
Using attribution theory, the authors develop and test a cognitive explanation of sponsorship …
Using attribution theory, the authors develop and test a cognitive explanation of sponsorship …
Achieving brand loyalty through sponsorship: The role of fit and self-congruity
M Mazodier, D Merunka - Journal of the Academy of Marketing Science, 2012 - Springer
Managers increasingly seek to develop brand loyalty through sponsorship activities, though
this relationship has not been solidly established. This article models and demonstrates the …
this relationship has not been solidly established. This article models and demonstrates the …
[图书][B] Party brands in crisis: Partisanship, brand dilution, and the breakdown of political parties in Latin America
N Lupu - 2016 - books.google.com
Why have so many established political parties across Latin America collapsed in recent
years? Party Brands in Crisis offers an explanation that highlights the effect of elite actions …
years? Party Brands in Crisis offers an explanation that highlights the effect of elite actions …
Sponsorship-linked marketing: Opening the black box
Sponsorship of sports, arts, and causes has become a mainstream marketing
communications tool. A great deal of fieldwork has attempted to gauge the relative …
communications tool. A great deal of fieldwork has attempted to gauge the relative …
Does perceived consumer fit matter in corporate social responsibility issues?
Corporate social responsibility (CSR) is an increasingly important construct in academia, as
well as a pressing item on the practical corporate agenda. Many firms do not recognize CSR …
well as a pressing item on the practical corporate agenda. Many firms do not recognize CSR …
Antecedents and consequences of trust in a social media brand: A cross-cultural study of Twitter
This study extends brand relationship theory to the context of the microblogging platform
Twitter. The authors investigate the impact of Twitter trust on users' intentions to continue …
Twitter. The authors investigate the impact of Twitter trust on users' intentions to continue …
Sponsorship in focus: a typology of sponsorship contexts and research agenda
HC Lin, PF Bruning - Marketing Intelligence & Planning, 2021 - emerald.com
Purpose Sponsorship has become an important marketing activity. However, research on
the topic treats the sponsorship context, characterized according to the type of sponsored …
the topic treats the sponsorship context, characterized according to the type of sponsored …
Brand marketing for creating brand value based on a MCDM model combining DEMATEL with ANP and VIKOR methods
YL Wang, GH Tzeng - Expert systems with applications, 2012 - Elsevier
When consumers purchase products, they will consider the brand first, because it indirectly
leads consumers to associate the products with the quality, functions, and the design. Based …
leads consumers to associate the products with the quality, functions, and the design. Based …