Sponsorship portfolio as a brand-image creation strategy
By P. M. Chien, T. Cornwell, Ravikanth Pappu. 2011
148 citations recorded by the source corpus.
Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/04da8405a92628c268ce429e8ac396e6d0ecef60
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Literature and Literary Theory
In Marketing
In Sociology and Political Science
Citations in the corpus
- Impact of celebrity endorsement in advertising on brand image among Chinese adolescents (2013, background): “Categorically related endorsements (sports shoes endorsed by a sportsman) have greater brand meaning consistency than unrelated endorsements (sports shoes endorsed by a singer) (Chien et al., 2011).”
- Seeking Legitimacy Through CSR: Institutional Pressures and Corporate Responses of Multinationals in Sri Lanka (2015, unknown): “the desire to generate new business opportunities (Hahn 2009), to project an image of positive social performance (Fombrun and Shanley 1990), to mitigate or off-set poor social performance in other areas (Cornwell and Chien 2011), to protect companies from negative forms of regulation and/or help th”