Understanding sponsorship effects

By T. Meenaghan. 2001

620 citations recorded by the source corpus.

View Paper: https://www.semanticscholar.org/paper/c48f2b9281ffd7385397373aff27db2ed2625d67

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Citations in the corpus

Measuring the Effectiveness of Sponsorship of an Elite Intercollegiate Football Program (2008, unknown): “Building upon the effects of advertising on consumers as described by Vakratsas and Ambler (1999), Meenaghan (2001) described the specific effect of sponsorship on the consumer.”
The matching effect of brand and sporting event personality: sponsorship implications. (2009, background): “For instance, the personality traits associated with ballet or classical music events are “sophisticated,” “elite,” “discriminating,” “up-market,” “serious,” and “pretentious,” whereas the personality associated with mass arts are “young,” “accessible,” “friendly,” “current,” “innovative,” and “comm”
The Impact of Brand Cohesiveness and Sport Identification on Brand Fit in a Sponsorship Context (2008, background): “, 2004; Rodgers, 2004; Szykman, Bloom, & Blazing, 2004), goodwill (Meenaghan, 1991, 2001), fan involvement (Fisher & Wakefield, 1998; Madrigal, 2001; Meenaghan, 2001; Schurr, Wittig, Ruble, & Ellen, 1988; Wann & Branscombe, 1993), image transfer (Gwinner, 1997; Gwinner & Eaton, 1999), and behavioral”
CONGRUENCE EFFECTS IN SPONSORSHIP: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive (2004, background): “Sponsorship has been distinguished from advertising based on the content or magnitude of voice in the message (Meenaghan 1983).”
Does sponsorship work in the same way in different sponsorship contexts (2010, background): “…of sponsorship effects research is the simple measurement of sponsor logo exposure time during coverage of a sponsored event (Cornwell et al., 2005; Meenaghan, 2001), which is clearly inappropriate for evaluating high-level sponsorship effects such as attitude and/or behavioral change (Currie,…”
Testing a Hierarchy of Effects Model of Sponsorship Effectiveness (2012, background): “This is known as the “transfer of goodwill” (Meenaghan, 2001).”
Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions (2013, background): “When examining the relationships between consumers' reactions to sponsors, a significant positive relationship between sponsorship awareness and attitude toward both sponsors was identified, supporting prior literature (Meenaghan, 2001; Schlesinger & Güngerich, 2011).”
Delineating the outcomes of sponsorship (2009, background): “Consistent with previous recommendations (Meenaghan, 2001), sport fans segmentation arises as a necessary topic of investigation in sponsorship studies.”