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Article

Youngbum Kwon and T. Bettina Cornwell

Given the public availability of secondary data on investments in events such as the Olympics, FIFA World Cup and professional sports, event studies that measure stock…

Abstract

Purpose

Given the public availability of secondary data on investments in events such as the Olympics, FIFA World Cup and professional sports, event studies that measure stock market response to these investments have grown. Previous findings are mixed, however, with some studies suggesting that the announcement of sponsorship contracts is a positive event and others finding detrimental effects of the announcement on shareholder value. This study aims to analyze the mixed findings from event studies in sport sponsorship to determine if sponsorship announcements influence stock market response.

Design/methodology/approach

The meta-analysis examines more than 20 years of research on event studies in sponsorship (34 studies).

Findings

The overall results show a positive, but non-significant effect of partnership deal announcements on shareholder wealth. Further analysis considers the effects of sponsorship announcements by each type of event window to see the impact of the announcement relative to time (pre-announcement, announcement day, post-announcement and pre- to post-announcement). This closer examination of the event window shows that stock prices of sponsoring organizations increased in the pre-announcement window.

Originality/value

Quantitative meta-analytic findings indicate that information about sponsorship deals appears to leak to share markets and positively influence share price. This finding suggests that sponsoring the sports and events found in these event studies is seen as value enhancing for sponsoring firms.

Details

International Journal of Sports Marketing and Sponsorship, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1464-6668

Keywords

Abstract

Details

International Journal of Sports Marketing and Sponsorship, vol. 1 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

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Article

Czafrann Ali, T. Bettina Cornwell, Doan Nguyen and Leonard Coote

Despite the now well developed use of sponsorship linked marketing, there have been few methodological advances in the measurement of sponsorship constructs and outcomes…

Abstract

Despite the now well developed use of sponsorship linked marketing, there have been few methodological advances in the measurement of sponsorship constructs and outcomes. This paper offers a preliminary development of an activity index for use in the sponsorship marketing context. The activity index seeks to capture the consumer's extended experience with sport (rugby) and considers the relationship of this overall experience to sponsorship-related outcomes of interest. Initial development of the index, based on a convenience sample of 108 people visiting a sports centre, shows promise.

Details

International Journal of Sports Marketing and Sponsorship, vol. 7 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

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Article

T. Bettina Cornwell and George E. Relyea

An empirical investigation based on 222 sports fans of a university basketball team finds that sports enthusiasm and the mere exposure to sponsorship stimuli is positively…

Abstract

An empirical investigation based on 222 sports fans of a university basketball team finds that sports enthusiasm and the mere exposure to sponsorship stimuli is positively associated with the awareness of event sponsors. In addition, the findings reveal the negative impact of advertising and sponsorship clutter on individuals' recall and recognition of sponsors.

Details

International Journal of Sports Marketing and Sponsorship, vol. 2 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

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Article

David Nickell, T. Bettina Cornwell and Wesley J. Johnston

The purpose of this paper is to review the existing literature on sponsorship‐linked marketing and to present a set of research propositions.

Abstract

Purpose

The purpose of this paper is to review the existing literature on sponsorship‐linked marketing and to present a set of research propositions.

Design/methodology/approach

The approach to the research propositions was to explore the existing literature to discover areas where opportunities for further research exist.

Findings

The authors propose that not only does sponsorship‐linked marketing influence attitudes towards the sponsor, but that the relationship is that of an S‐shaped curve where the incremental impact of sponsorship is slight for brands with very little or very strong attitudes established towards the brand. The most dramatic influence that sponsorship‐linked marketing will have is for those sponsors with a moderate amount of established brand attitude. The authors also present an argument that extreme congruity or extreme incongruity will drive brand awareness more dramatically than an expected level of sponsor‐property congruity, thus suggesting a U‐shaped relationship between awareness and congruency. Moreover, while an extremely incongruent partnership may gain widespread attention, it is unlikely to positively influence an emotional or behavioral response for either the property or sponsor.

Originality/value

The majority of the previous literature regarding sponsorship‐linked marketing proposed or assumed a linear relationship between current brand attitudes and the impact of a sponsorship. This paper suggests that this relationship is actually non‐linear and is, in fact, an S‐shaped relationship. Further, while congruency was believed to be linearly related to awareness, this paper proposes that the association between awareness and congruency is a U‐shaped phenomenon.

Details

Journal of Business & Industrial Marketing, vol. 26 no. 8
Type: Research Article
ISSN: 0885-8624

Keywords

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Article

Donald P. Roy and T. Bettina Cornwell

Recent research into consumer responses to sponsorships has examined the role of sponsor‐event fit on cognitive and affective responses. However, influences on…

Abstract

Recent research into consumer responses to sponsorships has examined the role of sponsor‐event fit on cognitive and affective responses. However, influences on sponsor‐event fit have received little consideration. In this study, a sponsor’s brand equity is evaluated as a facilitator of sponsor‐event fit. Six sponsors (three high equity/three low equity) were paired with six events. Results of hypothesis testing indicated that sponsors with high brand equity were perceived as more congruent sponsors than sponsors with low brand equity even though the events sponsored were identical. Also, a positive relationship was found between sponsor‐event congruence and favorable attitudes toward the sponsor. Results of this study suggest that consumers’ attitudes toward sponsors are comprised of associations other than the sponsor‐event association. While lesser known brands can use sponsorship as a brand‐building vehicle, they may not attain the same level of results as their high equity counterparts.

Details

Journal of Product & Brand Management, vol. 12 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

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Article

T. Bettina Cornwell

This article examines the issues related to US foreign‐trade zonesas perceived by the zone managers. A longitudinal study of foreign‐tradezone managers was conducted. The…

Abstract

This article examines the issues related to US foreign‐trade zones as perceived by the zone managers. A longitudinal study of foreign‐trade zone managers was conducted. The results of the two surveys and an extensive dialogue with foreign‐trade zone managers suggest a continuing lack of awareness and understanding of the benefits of zone operations on the part of potential zone users. Implications are discussed from a marketing management perspective.

Details

International Marketing Review, vol. 6 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

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Abstract

Details

International Journal of Sports Marketing and Sponsorship, vol. 1 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

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Article

Amanda Spry, Ravi Pappu and T. Bettina Cornwell

This research aims to examine the impact of celebrity credibility on consumer‐based equity of the endorsed brand. The mediating role of brand credibility and the…

Abstract

Purpose

This research aims to examine the impact of celebrity credibility on consumer‐based equity of the endorsed brand. The mediating role of brand credibility and the moderating role of the type of branding (parent versus sub‐brand) employed by the endorsed brand on the endorser credibility‐brand equity relationship are also to be examined. The endorser credibility‐brand equity relationship was developed using associative learning principles whereas the brand signalling theory is applied to examine the mediating role of brand credibility.

Design/methodology/approach

The conceptual framework was tested using a field experiment. Data were collected using a mall‐intercept approach at a shopping centre from a sample of consumers in a metropolitan Australian city. The data were analysed using structural equation modelling.

Findings

Results suggest endorser credibility has an indirect impact on brand equity when this relationship is mediated by brand credibility. This mediating relationship was moderated by type of branding. However, the “endorser credibility‐brand credibility” and “endorser credibility‐brand equity” relationships did not vary according to the type of branding employed.

Practical implications

In support of past findings, the present study shows that a celebrity endorser should be one who is perceived as credible based on their attractiveness, expertise and trustworthiness. Moreover, in this research, even a moderately low credibility endorser proved to be able to build the brand.

Originality/value

The present study is one of the first to empirically examine and confirm the impact of endorser credibility on brand credibility and consumer‐based brand equity.

Details

European Journal of Marketing, vol. 45 no. 6
Type: Research Article
ISSN: 0309-0566

Keywords

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Article

Lisa Squires, Biljana Juric and T. Bettina Cornwell

This paper presents a cross‐cultural study of organic food consumption. Relationships between health and diet concern, environmental concern, confidence in the…

Abstract

This paper presents a cross‐cultural study of organic food consumption. Relationships between health and diet concern, environmental concern, confidence in the conventional food industry, demographic characteristics, and intensity of organic food consumption of consumers from Denmark (mature organic industry) and New Zealand (novice organic food industry) are investigated. The authors evaluate the adequacy of deficit value and market development conceptual frameworks to predict priority of these concerns related to the level of organic market development.

Details

Journal of Consumer Marketing, vol. 18 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

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