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dc.contributor.authorOlson, Erik L.
dc.date.accessioned2012-04-20T09:16:35Z
dc.date.available2012-04-20T09:16:35Z
dc.date.issued2010
dc.identifier.citationEuropean Journal of Marketing, 44(2010)1/2: 180-199
dc.identifier.issn1758-7123 (e-utg)
dc.identifier.urihttp://hdl.handle.net/11250/93496
dc.descriptionThis is the author’s final, accepted and refereed manuscript to the articleno_NO
dc.description.abstractResearch Paper Purpose The development of a comprehensive model of high-level sponsorship effects that works well in both sports and cultural sponsorship contexts. Design/Methodology/Approach The sponsorship model is tested using survey data from target market representative samples in two professional sports contexts and two cultural contexts. Findings The model works almost equally well in both contexts. Furthermore, a more parsimonious mediated effects model provides virtually the same results as the full model. Improving attitude towards the sponsorship and object equity are found to be the most important factors for improving sponsor equity. The model also confirms earlier research on the importance of sponsor sincerity and sponsor-object fit in determining sponsorship effects. Research Limitation The explained variance of the sincerity and object equity constructs was not as high as for other constructs in the model. Practical Implications Sponsorship managers should pre-test potential objects and sponsorship communications to make sure that constructs in the model such as fit, sincerity, sponsorship attitudes, and object equity are maximized to provide optimal sponsor equity. Value The model combines constructs from various literatures into a comprehensive model of high-level sponsorship effects. Furthermore, while most previous sponsorship research have used convenience samples and/or fictional and/or single sponsorship contexts, the comprehensive model tested here is shown to have high external validity by its consistently good performance in predicting sponsorship effects using four real sponsorships and representative samples.no_NO
dc.language.isoengno_NO
dc.publisherEmeraldno_NO
dc.subjectSponsorship Effects Modelno_NO
dc.subjectSports Sponsorshipsno_NO
dc.subjectCultural Sponsorshipsno_NO
dc.titleDoes Sponsorship Work in the Same Way in Different Sponsorship Contexts?no_NO
dc.typeJournal articleno_NO
dc.typePeer reviewedno_NO
dc.source.pagenumber180-199no_NO
dc.source.volume44no_NO
dc.source.journalEuropean Journal of Marketingno_NO
dc.source.issue1/2no_NO
dc.identifier.doihttp://dx.doi.org/ 10.1108/03090561011008664


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