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Commercial Sponsorship - The Development of Understanding

Commercial Sponsorship - The Development of Understanding The Development of Understandin ● Keywords: Understanding, Model, Research, Consumer Effects Commercial Sponsorship – The Development of Understanding The paper seeks to provide an agenda for Received: 1 October 1998 future research by identifying six areas of emerging research concentration. These Executive Summary include broadcast sponsorship, ambush mar- Consumer sponsorship now represents one of keting, the sponsor/event-owner relationship, the most rapidly growing and perhaps interest- a resource-based view of sponsorship, image ing areas of marketing activity. While large- and meaning-transfer in sponsorship as well scale corporate investment has been relatively as a model of how sponsorship works. recent it is nonetheless ironic that understand- While all such areas present challenges to ing of this form of marketing activity remains Tony Meenagha the development of understanding, the latter largely under-developed and, where available, Dept of Marketin Graduate School o topic involving the search for a comprehensive at best patchy. Busines model of the effects of sponsorship on con- This paper seeks to examine the development University Colleg sumers poses the most important challenge. of understanding of sponsorship. More partic- Dubli Such explanations in the related field of ularly, it categorises the source streams which Carysfort Avenu advertising were similarly slow http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Sports Marketing and Sponsorship Emerald Publishing

Commercial Sponsorship - The Development of Understanding

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1464-6668
DOI
10.1108/IJSMS-01-01-1999-B003
Publisher site
See Article on Publisher Site

Abstract

The Development of Understandin ● Keywords: Understanding, Model, Research, Consumer Effects Commercial Sponsorship – The Development of Understanding The paper seeks to provide an agenda for Received: 1 October 1998 future research by identifying six areas of emerging research concentration. These Executive Summary include broadcast sponsorship, ambush mar- Consumer sponsorship now represents one of keting, the sponsor/event-owner relationship, the most rapidly growing and perhaps interest- a resource-based view of sponsorship, image ing areas of marketing activity. While large- and meaning-transfer in sponsorship as well scale corporate investment has been relatively as a model of how sponsorship works. recent it is nonetheless ironic that understand- While all such areas present challenges to ing of this form of marketing activity remains Tony Meenagha the development of understanding, the latter largely under-developed and, where available, Dept of Marketin Graduate School o topic involving the search for a comprehensive at best patchy. Busines model of the effects of sponsorship on con- This paper seeks to examine the development University Colleg sumers poses the most important challenge. of understanding of sponsorship. More partic- Dubli Such explanations in the related field of ularly, it categorises the source streams which Carysfort Avenu advertising were similarly slow

Journal

International Journal of Sports Marketing and Sponsorship – Emerald Publishing

Published: Mar 1, 1999

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