Sponsorship and recall of sponsors

By T. Lardinoit, C. Derbaix. 2001

222 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/814815361c39dff248aba8aef8814b98959019c9

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Citations in the corpus

Improving incongruent sponsorships through articulation of the sponsorship and audience participation (2009, background): “Previous studies have suggested that consumers' involvement with an event may affect their responses to sponsorships and the relationship between perceptions of congruence and sponsorship effectiveness (Roy and Cornwell 2003 ; Lardinoit and Derbaix 2001 ; McDaniel 1999 ).”
Don't Distract Me When I'm Media Multitasking: Toward a Theory for Raising Advertising Recall and Recognition (2016, unknown): “To minimize intelligent guesses (Lardinoit and Derbaix 2001; Wakefield, Becker-Olsen and Cornwell 2007), the list included all actual billboard advertisers plus those of non-advertising leading competitors in the same product category.”
How Event Sponsors Are Really Identified: A (Baseball) Field Analysis (2006, background): “Controlling for exposure, identification accuracy should also be positively correlated with the person’s level of involvement with the event (e.g., Lardinoit and Derbaix, 2001) because involvement generally heightens attention to the environment and related stimuli (e.g., Mano and Oliver, 1993).”
An Examination of the Effects of Time on Sponsorship Awareness Levels (2004, unknown): “Research is critical in examining if sponsorship is effective and, if it is, what makes it effectual, especially in relation to consumer behavior, brand awareness, competitive advantage, and purchase behavior (Lardinoit & Derbaix, 2001; Quester & Lardinoit, 2001).”
The Viewer's Reception and Processing of Sponsorship Information in Sport Telecasts (2012, background): “However, both academics and managers are skeptical about the marketing effectiveness of sponsorships compared with alternative communication instruments (Lardinoit & Derbaix, 2001; Olson & Thjømøe, 2009).”
The matching effect of brand and sporting event personality: sponsorship implications. (2009, background): “As sporting event sponsorships continue to grow as marketing communication tools, they become a viable contemporary alternative to traditional advertising (Lardinoit & Derbaix, 2001).”
Sponsorship-linked marketing: The role of articulation in memory (2006, unknown): “Memory for the relationship between a sponsor and event, measured by recall or recognition, has been a dependent variable of interest in various studies (e.g., Johar and Pham 1999; Lardinoit and Derbaix 2001; Pham and Johar 2001).”