"Brought to you by Brand A and Brand B" Investigating Multiple Sponsors' Influence On Consumers' Attitudes Toward Sponsored Events

Keywords

Advertising, Complementarity (molecular biology), Marketing, Business, Product (mathematics)

References

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Cited by

• The effect of perceived entitativity on implicit image transfer in multiple sponsorshipsFrancoÌ is Anthony Carrillat — 2005
• Attitude Transfer Model in Fashion Co-marketing Alliance: Controlling Product Tangibility/IntangibilitySook-Young Ahn — 2011
• Risky business: An investigation of sponsorship marketing riskMargaret A. Johnston, Neil Paulsen — 2006
• Brand Alliances: An Examination of Partner Brand Selection in a Congruence ParadigmWei Hao — 2008
• Fit in Sponsorship: Categorisation or Congruency?Robin Pentecost, Sunita Prugsamatz — 2006
• Studies of the off-field behaviours of sportspeople : are sponsors' objectives at risk?Ellen Bloxsome — 2012
• Young consumers' exposure to alcohol sponsorship in sportSarah Kelly, Michael Ireland, Frank Alpert — 2015
• A consumer ethnocentrism model of foreign grocery retail store patronage in Beijing : do extrinsic cues and shopping orientation matter?Chee H.K. Tay — 2006
• Corporate Sponsorship vs. Traditional Advertising in Sports: An Empirical ComparisonJeremy Ungerman-Sears — 2015
• And now, goodbyeJulie A. Ruth, Yuliya Strizhakova — 2012
• Sport sponsorship as an internal marketing tool : employees' sponsorship assessments and their effect on job attitudesBirgit Zepf — 2008
• Spill-over Effects in Multi-sponsored Events: Theoretical Insights and Empirical EvidenceRobin Pentecost, Mark T. Spence — 2009
• Extending the view of brand alliance effects: An integrative examination of the role of country of originChristian Bluemelhuber, Larry L. Carter, C. Jay Lambe — 2007
• Exploring the Usefulness of a Consumer Activity Index in the Sponsorship-Linked Marketing ContextDoan Nguyen, Czafrann Ali, T. Bettina Cornwell — 2006
• Product effects on endorser imageJan Charbonneau, Ron Garland — 2010
• The role of the fit construct and sponsorship portfolio size for event sponsorship success: A field studyManfred Bruhn, Matthias Holzer — 2015
• Does Corporate Social Responsibility Hit the Mark? A Stakeholder Oriented Methodology for CSR AssessmentArmando Calabrese, Roberta Costa, Tamara Menichini — 2013
• Prime, secondi, salata: Augmenting authenticity at special events via foodservice experiencesRichard Robinson, Cate Clifford — 2007
• FANS' RESISTANCE TO NAMING RIGHT SPONSORSHIPS - WHY STADIUM NAMES REMAIN THE SAME FOR FANSDavid M. Woisetschläger, Vanessa Haselhoff, Christof Backhaus — 2014
• Leveraging sponsorships on the Internet: Activation, congruence, and articulationClinton S. Weeks, T. Bettina Cornwell, Judy Drennan — 2008

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