The effects of consumer knowledge on responses to event sponsorships

By D. Roy, T. Cornwell. 2004

260 citations recorded by the source corpus.

Subfields: Gender Studies, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/1744a0d1fe35f18de1de47a42f964dd21b651384

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Citations in the corpus

Improving incongruent sponsorships through articulation of the sponsorship and audience participation (2009, unknown): “2004 ; Roy and Cornwell 2003 ; Johar and Pham 1999 ).”
Relationships among Senior Tourists’ Perceptions of Tour Guides’ Professional Competencies, Rapport, Satisfaction with the Guide Service, Tour Satisfaction, and Word of Mouth (2018, background): “In the same vein, consumers with high product knowledge have many experiences using the product, so they have a high degree of understanding of the product (Lee and Lee 2011; Roy and Cornwell 2004).”
Explaining and Articulating the Fit Construct in Sponsorship (2011, methodology): “Roy and Cornwell (2003, 2004) were among the few that have attempted to explain the basis for overall fit perceptions, and found that in general, low-equity brands (i.e., brands that have low media spending levels) were more likely to be perceived as poor fitting with high-equity objects (i.e.,…”
How Event Sponsors Are Really Identified: A (Baseball) Field Analysis (2006, background): “A number of studies have documented that the proper identification of the sponsor with the property influence consumers attitudes toward the sponsor’s brand (e.g., Gwinner and Swanson, 2003; Pham and Johar, 2001; Rifon, Choi, Trimble, and Li, 2004; Roy and Cornwell, 2004).”
Celebrity endorsement, brand credibility and brand equity (2011, background): “Past research has shown that high equity sponsors are more congruent with the high equity sponsored events, compared to sponsors with low brand equity (Roy and Cornwell, 2004).”
The Impact of Brand Cohesiveness and Sport Identification on Brand Fit in a Sponsorship Context (2008, background): “…exploitable commercial potential associated with that property” (Meenaghan, 1991, p. 36; see also Cornwell & Maignan, 1998; Gardner & Shuman, 1988; Roy & Cornwell, 2004, pp. 186−187; Ukman, 1995, p. 1), is one of the most prominent forms of marketing promotion (McDaniel, 1999; Roy & Cornwell,…”
The Pivotal Roles of Product Knowledge and Corporate Social Responsibility in Event Sponsorship Effectiveness (2010, background): “Yet, without base knowledge, or with little base knowledge, consumers will have difficulty perceiving the connections between the base domain and the target, as they do not draw from schema to understand relations (Gregan-Paxton and Roedder John, 1997; Roy and Cornwell, 2004; Sujan, 1985).”
Doing Right Leads to Doing Well: When the Type of CSR and Reputation Interact to Affect Consumer Evaluations of the Firm (2012, background): “Sponsorship is one of the most prominent forms of marketing ( Roy and Cornwell 2004 ) and, according to Harvey (2001), generates more money than all advertising media combined.”