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Understanding sponsorship effects
Author(s) -
Meenaghan Tony
Publication year - 2001
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/1520-6793(200102)18:2<95::aid-mar1001>3.0.co;2-h
Subject(s) - goodwill , psychology , relation (database) , marketing , advertising , social psychology , business , computer science , finance , database
This article offers a framework for understanding the effects of commercial sponsorship on consumers. It defines and explores certain tenets essential to understanding sponsorship effects, namely, goodwill, image transfer, and the concept of fan involvement, and relates these tenets to the achievement of a consumer response, building to a proposed model of how sponsorship “works” in relation to consumers. © 2001 John Wiley & Sons, Inc.