Market prominence biases in sponsor identification: Processes and consequentiality
By Michel Tuan Pham, Gita V. Johar. 2001
195 citations recorded by the source corpus.
Subfields: Marketing, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/8457fb0b20738b95b2a47876e4869ad8a6a97e1f
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Marketing
- C. Breuer
- Christopher Rumpf
- Daniel Wentzel
- Gita V. Johar
- Konstantinos Alexandris
- Rodoula H. Tsiotsou
- Michel Tuan Pham
- Caspar Coppetti
In Sociology and Political Science
- Konstantinos Alexandris
- C. Breuer
- Christopher Rumpf
- Rodoula H. Tsiotsou
- Gita V. Johar
- Michel Tuan Pham
- Caspar Coppetti
- K. Gwinner
Citations in the corpus
- How Event Sponsors Are Really Identified: A (Baseball) Field Analysis (2006, background): “The second stream of research has focused on understanding the psychological processes through which sponsors are identified or not identified (Johar and Pham, 1999; Pham and Johar, 1997, 2001).”
- The Impact of Brand Cohesiveness and Sport Identification on Brand Fit in a Sponsorship Context (2008, background): “In a sponsorship context, Rifon et al. (2004) find that congruence (or fit) between the cause and the sponsor leads to more positive attitudes toward the sponsoring brand than when there is incongruence between sponsor and cause.”
- Delineating the outcomes of sponsorship (2009, background): “Sponsorship outcomes Sponsor image, purchase intentions, and word-of-mouth communications Marketing scholars have proposed that brand image should be considered as a major sponsorship outcome (Stipp and Schiavone, 1996), due to market prominence bias involved in most common outcomes such as sponsor ”
- Sponsorship-linked marketing: The role of articulation in memory (2006, unknown): “0093-5301/2006/3303-0003$10.00”
- The Viewer's Reception and Processing of Sponsorship Information in Sport Telecasts (2012, methodology): “…most experimental designs arrange the conditions so participants are instructed to focus all their attention on a sponsorship which is often presented in form of a fictional press release (e.g., Humphreys, Cornwell, McAlister, Kelly, Quinn, & Murray, 2010; Johar & Pham, 1999; Pham & Johar, 2001).”
- Improving incongruent sponsorships through articulation of the sponsorship and audience participation (2009, background): “…leads to more favourable responses to the sponsorship, including sponsor recall and recognition (Johar and Pham 1999; Cornwell et al. 2006; Pham and Johar 2001), image transfer from event to sponsor (Gwinner and Eaton 1999), likeability and credibility of the sponsor (Rifon et al. 2004;…”