This paper presents a narrative review of celebrity endorsement research. The review
identifies six areas of research on celebrity endorsements (celebrity prevalence, campaign …

T. Bettina Cornwell sponsorship of sports, arts, and charitable events is a mainstream
marketing activity no longer in need of extensive introduction or justification. there is …

Sponsorship studies have generally been focused on attitudinal measures of fan loyalty to
understand the reactions to abstract sponsors. This study examines the relationships …

Can event marketing contribute to brand equity? A field study with consumers participating
in different types of events (trade shows, street events, pop-up shops and sponsored events) …

Events Management is the must-have introductory text providing a complete AZ of the
principles and practices of planning, managing and staging events. The book: introduces the …

The Psychology of Advertising offers a comprehensive exploration of theory and research in
(consumer) psychology on how advertising impacts the thoughts, emotions and actions of …

Sponsorship is an established marketing communications platform that takes many forms. In
terms of objectives and measurement, sponsorship has functioned like advertising for …

Sponsoring joins brands with sports, the arts, and events in mutually beneficial partnerships.
In the context of sports, the authors examine how sponsorship deal characteristics affect …

The fit between a sponsor and object (ie, sponsored organization, cause, event, or
individual) has been shown to be an important construct in predicting sponsorship effects …

Sponsorship of sports, arts or events can be a powerful form of marketing communication for
businesses and organizations. This new edition of Sponsorship in Marketing introduces the …