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dc.contributor.authorAbreu Novais, Margarida
dc.contributor.authorArcodia, Charles
dc.date.accessioned2018-08-31T01:30:22Z
dc.date.available2018-08-31T01:30:22Z
dc.date.issued2013
dc.date.modified2014-01-31T04:22:36Z
dc.identifier.issn1054-8408
dc.identifier.doi10.1080/10548408.2013.784149
dc.identifier.urihttp://hdl.handle.net/10072/56327
dc.description.abstractThe use of event sponsorship or other types of sponsorship as a means to establish, enhance, or change brand image is a fairly common practice for a variety of organizations. This objective has been identified as one of the two most common goals for organizations to engage in sponsorship programs. The rationale behind the popularity of sponsorship as a marketing tool to achieve image goals is the general assumption that, by linking a brand to an event, the image of the event can be transferred to the image of the sponsor. Despite the increasing sophistication of event sponsorship and rising academic interest in understanding sponsorship practice, there is still a lack of in-depth understanding of how sponsorship processes work, in particular in what concerns its brand outcomes. The article addresses this issue by documenting, examining, and critically assessing the existing literature. The main explanations of brand image transfer, including theoretical frameworks and models, are presented; empirical research, divided into effectiveness of brand image transfer and the factors affecting such process, is analyzed; and two main issues found in the more recent articles-direction of brand image transfer and multiple sponsorships-are discussed. Finally, existing gaps are identified and research propositions are presented to guide future research.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherRoutledge
dc.publisher.placeUnited States
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom308
dc.relation.ispartofpageto334
dc.relation.ispartofissue4
dc.relation.ispartofjournalJournal of Travel & Tourism Marketing
dc.relation.ispartofvolume30
dc.rights.retentionY
dc.subject.fieldofresearchCommercial services
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchTourism
dc.subject.fieldofresearchTourism management
dc.subject.fieldofresearchcode3504
dc.subject.fieldofresearchcode3506
dc.subject.fieldofresearchcode3508
dc.subject.fieldofresearchcode350803
dc.titleMeasuring the effects of event sponsorship: Theoretical frameworks and image transfer models
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.date.issued2013
gro.hasfulltextNo Full Text
gro.griffith.authorArcodia, Charles
gro.griffith.authorAbreu Novais, Margarida C.


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