Application of a Model for the Effectiveness of Event Marketing

By A. Martensen, Lars Grønholdt, Lasse Bendtsen, M. Jensen. Journal of Advertising Research, 2007

163 citations recorded by the source corpus.

Subfields: Applied Psychology, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/ed2720717f61878159f9526bd67f925742208880

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Applied Psychology

1. Hans Mathias Thjømøe
2. Erik L. Olson

In Marketing

1. Erik L. Olson
2. Hans Mathias Thjømøe
3. C. Breuer
4. Christopher Rumpf

In Sociology and Political Science

1. Erik L. Olson
2. Hans Mathias Thjømøe
3. C. Breuer
4. Christopher Rumpf

Citations in the corpus

• Explaining and Articulating the Fit Construct in Sponsorship (2011, methodology): “Since fit has been shown to be an important predictor of sponsorship attitudes (Olson 2010), and attitudinal effects on the sponsor (Martensen et al. 2007; Speed and Thompson 2000), respondent opinions were also measured on these constructs using items adopted from Speed and Thompson (2000) and Olso”
• Does sponsorship work in the same way in different sponsorship contexts (2010, methodology): “…valence through such mechanisms as information integration theory, balance theory, and classical conditioning (Alexandris et al., 2007; Dean, 2002; Martensen et al., 2007; Speed and Thompson, 2000; note: Grohs et al., 2004 and Roy and Cornwell, 2004 use a similar construct but refer to their…”