Consumer Reactions to Negative Incidents in Sports Sponsorship:
Author:
Affiliation:
1. Assistant Professor, Faculty of Business Administration, Musashino University, Japan
Publisher
Japan Marketing Academy
Subject
General Earth and Planetary Sciences,General Engineering,General Environmental Science
Link
https://www.jstage.jst.go.jp/article/marketing/42/4/42_2023.020/_pdf
Reference32 articles.
1. Cornwell, T. B. (2019). Less “sponsorship as advertising” and more sponsorship-linked marketing as authentic engagement. Journal of Advertising, 48(1), 49–60.
2. Cornwell, T. B., & Kwon, Y. (2020). Sponsorship-linked marketing: Research surpluses and shortages. Journal of the Academy of Marketing Science, 48(4), 607–629.
3. Cornwell, T. B., Weeks, C. S., & Roy, D. P. (2005). Sponsorship-linked marketing: Opening the black box. Journal of Advertising, 34(2), 21–42.
4. Dean, D. H. (2002). Associating the corporation with a charitable event through sponsorship: Measuring the effects on corporate community relations. Journal of Advertising, 31(4), 77–87.
5. Grohs, R., & Reisinger, H. (2014). Sponsorship effects on brand image: The role of exposure and activity involvement. Journal of Business Research, 67(5), 1018–1025.
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