Leveraging sponsorships on the Internet: Activation, congruence, and articulation
dc.contributor.author | Weeks, Clinton S. | en_US |
dc.contributor.author | Cornwell, T. Bettina | en_US |
dc.contributor.author | Drennan, Judy C. | en_US |
dc.date.accessioned | 2008-07-01T14:08:48Z | |
dc.date.available | 2009-07-06T16:34:52Z | en_US |
dc.date.issued | 2008-07 | en_US |
dc.identifier.citation | Weeks, Clinton S.; Cornwell, T. Bettina; Drennan, Judy C. (2008). "Leveraging sponsorships on the Internet: Activation, congruence, and articulation." Psychology and Marketing 25(7): 637-654. <http://hdl.handle.net/2027.42/60223> | en_US |
dc.identifier.issn | 0742-6046 | en_US |
dc.identifier.issn | 1520-6793 | en_US |
dc.identifier.uri | https://hdl.handle.net/2027.42/60223 | |
dc.description.abstract | This paper considers how the Internet can be used to leverage commercial sponsorships to enhance audience attitudes toward the sponsor. Definitions are offered that distinguish the terms leverage and activation with respect to sponsorship-linked marketing; leveraging encompasses all marketing communications collateral to the sponsorship investment, whereas activation relates to those communications that encourage interaction with the sponsor. Although activation in many instances may be limited to the immediate event-based audience, leveraging sponsorships via sponsors' Web sites enables activation at the mass-media audience level. Results of a Web site navigation experiment demonstrate that activational sponsor Web sites promote more favorable attitudes than do nonactivational Web sites. It is also shown that sponsorsponsee congruence effects generalize to the online environment, and that the effects of sponsorship articulation on audience attitudes are moderated by the commerciality of the explanation for the sponsor-sponsee relationship. Importantly, the study reveals that attitudinal effects associated with variations in leveraging, congruence, and orientation of articulation may be sustained across time. © 2008 Wiley Periodicals, Inc. | en_US |
dc.format.extent | 148975 bytes | |
dc.format.extent | 3118 bytes | |
dc.format.mimetype | application/pdf | |
dc.format.mimetype | text/plain | |
dc.publisher | Wiley Subscription Services, Inc., A Wiley Company | en_US |
dc.subject.other | Business, Finance & Management | en_US |
dc.title | Leveraging sponsorships on the Internet: Activation, congruence, and articulation | en_US |
dc.type | Article | en_US |
dc.rights.robots | IndexNoFollow | en_US |
dc.subject.hlbsecondlevel | Economics | en_US |
dc.subject.hlbtoplevel | Business | en_US |
dc.description.peerreviewed | Peer Reviewed | en_US |
dc.contributor.affiliationum | University of Michigan | en_US |
dc.contributor.affiliationother | University of Queensland ; School of Psychology, University of Queensland, Brisbane, Queensland, Australia 4072 | en_US |
dc.contributor.affiliationother | Queensland University of Technology | en_US |
dc.description.bitstreamurl | http://deepblue.lib.umich.edu/bitstream/2027.42/60223/1/20229_ftp.pdf | |
dc.identifier.doi | http://dx.doi.org/10.1002/mar.20229 | en_US |
dc.identifier.source | Psychology and Marketing | en_US |
dc.owningcollname | Interdisciplinary and Peer-Reviewed |
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