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Sponsorship-Linked Marketing: Opening the Black Box

T. Bettina Cornwell, Clinton S. Weeks and Donald P. Roy
Journal of Advertising
Vol. 34, No. 2 (Summer, 2005), pp. 21-42
Published by: Taylor & Francis, Ltd.
Stable URL: http://www.jstor.org/stable/4189295
Page Count: 22
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Sponsorship-Linked Marketing: Opening the Black Box
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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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