The DOI matches its Crossref record; 71 of the 71 references it cites were found in a registry or an index.
SPONSORSHIP-LINKED MARKETING: OPENING THE BLACK BOX
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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Citations
Cites
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Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement
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The Persuasion Knowledge Model: How People Cope with Persuasion Attempts
Friestad, M., & Wright, P. (1994) · Journal of Consumer Research · doi:10.1086/209380 · Cited by 3,811 · cited 1×
“Friestad and Wright (1994) developed the Persuasion Knowledge Model to explain theoretically how people develop and use persuasion knowledge to cope with persuasion attempts.”
Background
Cited by
Alcañiz, E. B., Cáceres, R. C., & Pérez, R. C. (2010) · Journal of Business Ethics · doi:10.1007/s10551-010-0461-x · Cited by 291
Metadata
- Authors
- Cornwell, T. B., Weeks, C. S., & Roy, D. P.
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 2005-06
- Volume
- 34
- Issue
- 2
- Pages
- 21-42
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W2045656729
- Cited by
- 677
- References
- 71
- FWCI
- 57.22
- Type
- journal article
- Language
- en
- Open access
- closed
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- Cornwell, T. B., Weeks, C. S., & Roy, D. P. (2005). SPONSORSHIP-LINKED MARKETING: OPENING THE BLACK BOX. Journal of Advertising. https://doi.org/10.1080/00913367.2005.10639194
Data sources
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).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
