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dc.contributor.authorPope, Nigelen_US
dc.contributor.authorE. Voges, Kevinen_US
dc.contributor.authorBrown, Marken_US
dc.date.accessioned2017-05-03T12:47:04Z
dc.date.available2017-05-03T12:47:04Z
dc.date.issued2009en_US
dc.date.modified2010-06-03T09:03:36Z
dc.identifier.issn00913367en_US
dc.identifier.doi10.2753/JOA0091-3367380201en_AU
dc.identifier.urihttp://hdl.handle.net/10072/28389
dc.description.abstractSponsorship is believed to influence consumer perceptions of a brand. The authors identify conditions under which sponsorship information spills over to affect attitudes toward brands and the image of their manufacturers. Over two longitudinal fi eld experiments, they fi nd that spillover effects from sponsorship messages occur at both the generic sponsorship announcement level and the team performance level. Immediate announcement effects are observed on perceptions of both sponsor brand quality and corporate image. In the longer term, information regarding positive and negative team performance results spills over to perceptions of brand quality but not corporate image. The research provides recommendations for how managers should minimize negative spillover effects and maximize their use of sponsorship information.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.format.extent385467 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherME Sharpe, Inc.en_US
dc.publisher.placeUnited Statesen_US
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofpagefrom5en_US
dc.relation.ispartofpageto20en_US
dc.relation.ispartofissue2en_US
dc.relation.ispartofjournalJournal of Advertisingen_US
dc.relation.ispartofvolume38en_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchMarketing Communicationsen_US
dc.subject.fieldofresearchcode150502en_US
dc.titleWinning ways: Immediate and long-term effects of sponsorship on perceptions of brand quality and corporate imageen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.facultyGriffith Business School, Department of Marketingen_US
gro.rights.copyrightCopyright 2009 M. E. Sharpe, INC. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal website for access to the definitive, published version.en_AU
gro.date.issued2009
gro.hasfulltextFull Text


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