The DOI matches its Crossref record; 2 of the 2 references it cites were found in a registry or an index.
THE EFFECTS OF SPONSOR RELEVANCE ON CONSUMER REACTIONS TO INTERNET SPONSORSHIPS
Abstract
This study reports the results of two experiments that were conducted to examine the effects of Internet sponsorships and the role of sponsor relevance in these effects. Experiment 1 used a group of college students and Experiment 2 replicated the first experiment using a group of nonstudent adults. Both experiments examined sponsorship linkage as a means of structuring Internet sponsorships that impacts sponsor recall, attitude toward the sponsor, and purchase intentions. Findings revealed that relevant Internet sponsors were more persuasive than irrelevant Internet sponsors for the three dependent variables. Two context variables, Web site credibility and intent to return to the site, moderated the linkage factor on sponsor evaluations in that higher levels of the context variables translated to more positive evaluations for relevant sponsors.
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Cites
A spreading activation theory of memory.
Anderson, J. R. (1983) · Journal of Verbal Learning and Verbal Behavior · doi:10.1016/s0022-5371(83)90201-3 · Cited by 2,199
The principle of congruity in the prediction of attitude change.
Osgood, C. E., & Tannenbaum, P. H. (1955) · Psychological Review · doi:10.1037/h0048153 · Cited by 1,700
Metadata
- Authors
- Rodgers, S.
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 2003-12
- Volume
- 32
- Issue
- 4
- Pages
- 67-76
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W1998452462
- Cited by
- 253
- References
- 2
- FWCI
- 14.13
- Type
- journal article
- Language
- en
- Open access
- closed
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- CoChat. (2026). Citation check: THE EFFECTS OF SPONSOR RELEVANCE ON CONSUMER REACTIONS TO INTERNET SPONSORSHIPS. https://app.cochat.ai/papers/10.1080/00913367.2003.10639141
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- Rodgers, S. (2003). THE EFFECTS OF SPONSOR RELEVANCE ON CONSUMER REACTIONS TO INTERNET SPONSORSHIPS. Journal of Advertising. https://doi.org/10.1080/00913367.2003.10639141
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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