Sponsorship-Linked Marketing
The Role of Articulation in Memory
Bibliographic Data
| ID | 2219662 |
|---|---|
| Authors | T Bettina Cornwell (0000-0001-5686-7875), Michael S Humphreys (0000-0002-4992-0479, The University of Queensland), Angela M Maguire (0000-0002-1564-9457, The University of Queensland), Clinton S Weeks (0000-0002-6107-9432, The University of Queensland), Cassandra L Tellegen (0000-0002-7989-8188, The University of Queensland) |
| Year | 2006 |
| Volume | 33 |
| Issue | 3 |
| Pages | 312-321 |
| Publication date | 2006-12-01 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Consumer Research (JOURNAL) |
| Journal identifiers | ISSN: 0093-5301 • E-ISSN: 1537-5277 |
| Publisher | Oxford University Press (OUP) (PUBLISHER) |
| DOI | 10.1086/508436 |
| OpenAlex | W1494565151 |
| Language | EN |
| Citations received | 25 |
| References cited | 17 |
Corporate sponsorship of events contributes significantly to marketing aims, including brand awareness as measured by recall and recognition of sponsor-event pairings. Unfortunately, resultant advantages accrue disproportionately to brands having a natural or congruent fit with the available sponsorship properties. In three cued-recall experiments, the effect of articulation of sponsorship fit on memory for sponsor-event pairings is examined. While congruent sponsors have a natural memory advantage, results demonstrate that memory improvements via articulation are possible for incongruent sponsor-event pairings. These improvements are, however, affected by the presence of competitor brands and the way in which memory is accessed
Advertising · Articulation (sociology) · Business · Cognitive psychology · Cued recall · Cued speech · Event (particle physics) · Free recall · Natural (archaeology) · Political science · Recall · Consumer Behavior in Brand Consumption and Identification · History · Marketing · Psychology
Sponsorship
Celebrity endorsements
Marketing orientation and arts organisations
Maintaining relevance
Exploring a Model of Structural Relationship for Corporate Engagement in Sustainable Volunteer Management
The effect of articulation in sports posters on betting behavior
Fans identification
Brand awareness in complex communication ecosystems
Quality and Intention Signaling
Understanding Sponsorship
Does Athletes’ Performance Influence A Sponsor’s Stock-Market Value
Using Unfamiliar Cues to Engage Multitasking Audiences
Alcohol versus sponsorship
Separating Perceptions of Kaepernick From Perceptions of His Protest
Competent Singles and Warm Teams
Unlocking the power of multidimensional ratings
Leveraging social media to enhance recruitment effectiveness
Building mutual rewarding sponsor relationships between museums and corporations
The impact of sports event-brand fit on consumer brand responses
Dealing with great challenges via rigorous and relevant empirical sport management research
Memory of Sponsorship-Linked Marketing Communications
Sustaining Low-Native-Fit Sponsorship Through Analogical Articulation with Functional Attributes
Warmth, Competence, and Willingness to Donate
We Do What We Are
Consumer Reactions to Brand Extensions in a Competitive Context
| Citations per year | 1.47 |
|---|---|
| Citation span | 2009 - 2026 (18) |
| Highly cited | No |