Marketing Communications

(Ron) #1
370 CHAPTER 11 SPONSORSHIP

References

1 Meenaghan, T. (1991), ‘Th e Role of Sponsorship in the
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Advertising , 10(1), 35–48; Lagae, W. (2006), Marketing-
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2 Erdogan, Z.B. and Kitchen, P.J. (1998), ‘Th e Interaction
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3 Hastings, G.B. (1984), ‘Sponsorship Works Diff erently
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4 Erdogan, Z.B. and Kitchen, P.J. (1998), ‘Th e Interaction
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or Strategic Symbiosis’, in Kitchen, P.J. (ed.), Th e Changing
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5 Meenaghan, T. (1983), ‘Commercial Sponsorship’, Euro-
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6 Marshall, D.W. and Cook, G. (1992), ‘Th e Corporate
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7 Bloxham, M. (1998), ‘Brand Affi nity and Television Pro-
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8 Cornwell, T.B. and Maignan, I. (1998), ‘An International
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9 Adfo Specialist Group (1999), Rabobank Wielerplan
( Rabobank Cycling Plan ), Adfo Sponsoring Cases no. 2,
Alphen aan den Rijn: Samson; Adfo Specialist Group
(2000), Nashuatec en Oliver ( Nashuatec and Oliver ), Adfo
Sponsoring Cases no. 5, Alphen aan den Rijn: Samson.
10 See also: Abshire, M. (2002), ‘Consumer Product Manu-
facturers: Maintain Giving in Uncertain Times’, Corporate
Philanthropy Report , 17 (March), 1–11; Polonsky, M. and
Macdonald, E. (2000), ‘Exploring the Link Between Cause-
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11 http://www.samen.nl.
12 Cornwell, T.B. and Maignan, I. (1998), ‘An International
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27(1), 1–21.
13 Watson, J. and Watson, J. (2001), ‘Sponsorship and
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14 Hansen, F. and Scotwin, L. (1995), ‘An Experimental
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Marketing and Research Today , 23(3), 173–81.
15 De Pelsmacker, P., Geuens, M. and Anckaert, P. (2002),
‘Media Context and Advertising Eff ectiveness: Th e Role
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16 Hoek, J., Gendall, P., Jeff coat, M. and Orsman, D. (1997),
‘Sponsorship and Advertising: A Comparison of Th eir
Eff ects’, Journal of Marketing Communication , 3(1), 21–32.
17 Hansen, F. and Scotwin, L. (1995), ‘An Experimental
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18 Irwin, R., Sutton, W. and McCarthy, L. (2002), Sport
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19 Meenaghan, T. (1998), ‘Current Developments and Future
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20 http://www.imrpublications.com/imr_product.php?
dwagu_product_id=1&dwagu_product_data_id= 9
(accessed June 2009).
21 E u r o E ffi e (2002), Berlin: Gesamptverbrand Werbeagent-
urne GWA eV, http://www.euro-effi e.com.
22 Quester, P.G., Farrelly, F.J. and Burton, R. (1998), ‘Sports
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28; Farrelly, F.J. and Quester, P.G. (1997), ‘Sports and Arts
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23 Quester, P. (1997), ‘Awareness as a Measure of Sponsorship
Eff ectiveness: Th e Adelaide Formula One Grand Prix and
Evidence of Incidental Ambush Eff ects’, Journal of Marketing
Communications , 3(1), 1–20.
24 Meenaghan, T. (1998), ‘Current Developments and Future
Directions in Sponsorship’, International Journal of Adver-
tising , 17(1), 3–28.
25 Th waites, D., Anguilar-Manjarrez, R. and Kidd, C. (1998),
‘Sports Sponsorship Development in Leading Canadian
Companies: Issues and Trends’, International Journal of
Advertising , 17(1), 29–50.
26 http://www.nop.co.uk/news , 23 May 2003.
27 Th waites, D., Anguilar-Manjarrez, R. and Kidd, C. (1998),
‘Sports Sponsorship Development in Leading Canadian
Companies: Issues and Trends’, International Journal
of Advertising , 17(1), 29–50; Abratt, R., Clayton, B.C.
and Pitt, L.F. (1987), ‘Corporate Objectives in Sports
Sponsorship’, International Journal of Advertising ,
8(2), 299–311; Hansen, F. and Scotwin, L. (1995), ‘An
Experimental Enquiry into Sponsorship: What Eff ects
Can Be Measured?’, Marketing and Research Today , 23(3),
173–81.

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