Sponsorship-linked marketing: The role of articulation in memory
By T. Cornwell, M. Humphreys, Angela M. Maguire, C. Weeks, Cassandra L. Tellegen. 2006
311 citations recorded by the source corpus.
Subfields: Marketing
View Paper: https://www.semanticscholar.org/paper/8b1f59bcc01be85d58837a037bbca4e30e7ccb6e
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Marketing
- Virginie Maille
- L. Bergkvist
- Erik L. Olson
- Caspar Coppetti
- Kris Qiang Zhou
- Hans Mathias Thjømøe
- Daniel Wentzel
- Nathalie Fleck
Citations in the corpus
- Don't Distract Me When I'm Media Multitasking: Toward a Theory for Raising Advertising Recall and Recognition (2016, unknown): “…endorsements whereby an overlap between the celebrity and brand exists (Fleck, Korchia and Le Roy 2012); when a brand sponsors a sports team or event sharing a notable connection (Cornwell et al. 2006); or when two (or more) media are used to advertise a synonymous message (Voorveld 2011).”
- Celebrity endorsements: a literature review and research agenda (2016, background): “For example, sponsorship research shows that both articulation (i.e., explaining the relationship between the sponsor and the event) (Cornwell et al. 2006) and message repetition (Dardis 2009) mitigate the negative effects of low fit.”
- Explaining and Articulating the Fit Construct in Sponsorship (2011, methodology): “…important managerial implications, because in contrast to previous research that found only positive effects for sponsorship articulation (i.e., Cornwell et al. 2006; Simmons and Becker-Olsen 2006; Weeks, Cornwell, and Drennan 2008), Study 3 found that some articulation messages could result…”
- Improving incongruent sponsorships through articulation of the sponsorship and audience participation (2009, background): “As such, articulation can serve to create a link between the schemas held about the event and the brand and can imbue an otherwise incongruent sponsorship relationship with relevant meaning (Cornwell et al. 2006).”
- Perceived Congruence and Incongruence: Toward a Clarification of the Concept, its Formation and Measure (2011, background): “Links may be also created variously through brand advertising, explanatory material (Simmons and Becker-Olsen, 2006), or a suggested linkage between two apparently unrelated entities (Cornwell et al., 2006).”
- Sponsorship congruence and brand image (2012, background): “2004; Simmons and Becker-Olsen 2006) and memory effects (Cornwell et al. 2006).”