Measuring Sponsorship Performance: Challenge and Direction-Reference-Cited by-同舟云学术

Measuring Sponsorship Performance: Challenge and Direction

Published:2013-04-08 Issue:5 Volume:30 Page:385-393
ISSN:0742-6046
Container-title:Psychology & Marketing
language:en
Short-container-title:Psychol. Mark.

Author:

Meenaghan Tony¹

Affiliation:

1. University College Dublin

Publisher

Wiley

Subject

Marketing,Applied Psychology

Link

http://onlinelibrary.wiley.com/wol1/doi/10.1002/mar.20613/fullpdf

Reference57 articles.

1. Advertising Research Foundation (ARF). 2008 Experiental marketing ARF, New York http://www.thearf.org/assets/research-arf-initiatives-experiential-engagement

2. ANA/IEG 2010 Marketers want sponsorship and event metrics but lack necessary capabilities, ANA/IEG survey shows. http://www.sponsorship.com/About-IEG/Press-Room/Marketers-Want-Sponsorship-And-Event-Metrics-But-L/IEG-Survey-Shows.aspx

3. Decision-making processes surrounding sponsorship activities;Bronn;Journal of Advertising Research,2002

4. Sponsorship at O2-“The Belief that Repaid;Cahill;Psychology and Marketing,2013

5. Cazelais , S. 2009 The sponsorship insight model. Sponsorship Marketing Council of Canada http://www.sponsorshipmarketing.ca/assets/pdfs/sponsorshipInsightModel.pdf

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