Conceptualization and alternate operationalizations of the measurement of sponsorship effectiveness in sport

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Does sponsorship work in the same way in different sponsorship contexts (2010, background): “Discussion The majority of empirical research on sponsorship has used sports as the context (Crompton, 2004; Quester and Thompson, 2001; Verity, 2002).”
The Viewer's Reception and Processing of Sponsorship Information in Sport Telecasts (2012, background): “…though the literature has realized the need for a more thorough measurement (Cornwell & Maignan, 1998; Harvey, Gray, & Despain, 2006; Meenaghan, 1983), research still lacks a substantial understanding of how sponsorship works, especially in a sport media context (Cornwell, 2008; Crompton, 2004).”
Testing a Hierarchy of Effects Model of Sponsorship Effectiveness (2012, background): “…activity involvement, product familiarity, and attitude towards sponsorship are variables proposed to influence sponsorship effectiveness (Carrillat et al., 2006; Cornwell & Maignan, 1998; Crompton, 2004; Gwinner & Swanson, 2003; Harvey, 2001; Koo et al., 2006; Meenaghan, 2001; Pope & Voges, 1999).”
Explaining and Articulating the Fit Construct in Sponsorship (2011, background): “Using sports sponsorship contexts that represent the vast majority of sponsorship spending (Crompton 2004; Verity 2002), this research qualitatively uncovers the dimensions used to form perceptions of fit and then quantitatively tests whether the dimensions are able to predict overall fit between…”