Brand equity’s influence on responses to event sponsorships

By D. Roy, T. Cornwell. 2003

215 citations recorded by the source corpus.

How researchers see this paper

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Improving incongruent sponsorships through articulation of the sponsorship and audience participation (2009, methodology): “This scale was adapted from Roy and Cornwell (2003).”
Effect of Perceived Sport Event and Sponsor Image Fit on Consumers’ Cognition, Affect, and Behavioral Intentions (2006, unknown): “On the other hand, sponsees should demonstrate to potential sponsors that linking with their event would create added value for their brands (Roy & Cornwell, 2003).”
The matching effect of brand and sporting event personality: sponsorship implications. (2009, background): “Sporting events are one of the fastest growing marketing communication vehicles, and their rate of growth in marketing expenditures has outrun traditional media advertising and sales promotion (Roy & Cornwell, 2003).”
The Impact of Brand Cohesiveness and Sport Identification on Brand Fit in a Sponsorship Context (2008, background): “Fit between a sponsoring brand and a sponsored event has been shown to have a significant influence on variables such as attitude toward the sponsor, and ultimately, purchase intentions (Kahle & Homer, 1985; Koo, Quarterman, & Flynn, 2006; McDonald, 1991; Pope, 1998; Roy & Cornwell, 2003).”