Investigating sponsorship effectiveness: Do less familiar brands have an advantage over more familiar brands in single and multiple sponsorship arrangements?

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Sponsor and Sponsees Interactions: Effects on Consumers’ Perceptions of Brand Image, Brand Attachment, and Purchasing Intention (2009, background): “To date, Carrillat et al. (2005), Chien, Cornwell, and Stokes (2005), and Ruth and Simonin (2003) are the only researchers who have focused on multiple sponsorship.”
Delineating the outcomes of sponsorship (2009, background): “Sponsorship expenditures increased worldwide from $2 billion in 1984 to $28 billion in 2004 ( Carrillat et al. , 2005”
Does sponsorship work in the same way in different sponsorship contexts (2010, background): “…experiment – means differences fictional sponsors of NBA, PGA, Olympics Thoughts about Fit and Sponsorship Sponsor Category Expertise (+), Sponsor Brand Equity (-) Carrillat et al. (2005) student survey – structural equation modeling fictional Olympic sponsorships Sponsor Attitude & Purchase…”
Testing a Hierarchy of Effects Model of Sponsorship Effectiveness (2012, background): “While marketing practitioners rely mainly on indicators related to product sales in order to evaluate sponsorship effectiveness (Carrillat et al., 2005), research findings have shown the importance of attitude when examining sponsorship outcomes.”