Inferring Corporate Motives: How Deal Characteristics Shape Sponsorship Perceptions (Record no. 49455)
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| 000 -LEADER | |
|---|---|
| fixed length control field | nam a22 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20180323170938.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 180323b xxu||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Woisetschläger, David M. |
| 9 (RLIN) | 30788 |
| 245 ## - TITLE STATEMENT | |
| Title | Inferring Corporate Motives: How Deal Characteristics Shape Sponsorship Perceptions |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 121-141. p. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Sponsoring joins brands with sports, the arts, and events in mutually beneficial partnerships. In the context of sports, the authors examine how sponsorship deal characteristics affect consumer inferences, attitudes, and behavioral intentions toward a sponsor and a sport property in a partnership. The authors develop a conceptual framework that links a holistic set of sponsorship deal characteristics (i.e., contract length, regional proximity of the sponsor, sponsorship fee, and sponsorship type) to individual consumer perceptions. Study 1 tests the framework in a field study of 2,787 consumers across 44 sponsorships. Study 2 largely confirms the findings of the field study in an experimental study. Overall, the results show that regionally proximate and long-term partnerships benefit as consumers make positive inferences about partnership fit and sponsor motives. In contrast, consumers associate high sponsorship fees, international sponsors, and naming-rights relationships with calculative motives and perceive these factors negatively. For managers, finding that sponsorship deal characteristics matter is important not only for sponsor–property relationships but also for relationships between the sponsoring brands and consumers. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | sponsorship |
| Uncontrolled term | sports marketing |
| Uncontrolled term | motives |
| Uncontrolled term | multilevel field study |
| Uncontrolled term | field experiment |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Backhaus, Christof |
| 9 (RLIN) | 30789 |
| Personal name | Cornwell, T. Bettina |
| 9 (RLIN) | 30790 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 29537 |
| Host Itemnumber | 67643 |
| Main entry heading | FRAZIER GARY L. |
| Other item identifier | 5557982 |
| Title | JOURNAL OF MARKETING |
| International Standard Serial Number | 0022-2429 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 23/03/2018 | Vol 81, No 5/ 5557982JA8 | 5557982JA8 | 23/03/2018 | 23/03/2018 |