Zobrazeno 1 - 10
of 25
pro vyhledávání: '"Tony Meenaghan"'
Autor:
Tony Meenaghan, Jonnie Cahill
Publikováno v:
Psychology & Marketing. 30:431-443
Over recent decades sponsorship has evolved significantly, in terms of an expanding range of sponsorship opportunities as well as an increased range of activation options. Where less significant development can be observed is in the area of sponsorsh
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::e68b46ee922bd9fb6dc76c609d432742
https://doi.org/10.1002/mar.20617
https://doi.org/10.1002/mar.20617
Autor:
Tony Meenaghan
Publikováno v:
Psychology & Marketing. 30:385-393
Corporate investment in sponsorship represents one of marketing's more dramatic investment stories of recent decades with global sponsorship expenditure forecast to reach US $53.3 billion in 2013. The scale of this investment, as well as the scrutiny
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::c93fa0bb49f348ed4490609585895a1e
https://doi.org/10.1002/mar.20613
https://doi.org/10.1002/mar.20613
Publikováno v:
Psychology & Marketing. 30:444-460
This paper seeks to address a number of changes taking place in sponsorship, which have implications for performance measurement. One such change is the extent to which major sponsors now view sponsorship more holistically and strategically as a plat
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::0835b2bf9aff812660e872b6f90e4dc1
https://doi.org/10.1002/mar.20618
https://doi.org/10.1002/mar.20618
Publikováno v:
Psychology & Marketing. 30:417-430
This paper outlines an effective approach to the problem of assessing the financial impact of sponsorship investment, which has a track record of successful implementation in the sponsorship industry. Based on a number of interrelated proprietary mod
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::daf34fb306370d46a32fec29bccc28f9
https://doi.org/10.1002/mar.20616
https://doi.org/10.1002/mar.20616
Autor:
Tony Meenaghan, Paul O'Sullivan
Publikováno v:
Psychology & Marketing. 30:408-416
Sponsorship has been one of the fastest growing marketing platforms in recent decades, yet while marketing expenditures generally are being increasingly subjected to the requirement and discipline of accountability, it would seem that sponsorship pra
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::90d2520a16be2d40fd6b900e9502be56
https://doi.org/10.1002/mar.20615
https://doi.org/10.1002/mar.20615
Publikováno v:
Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN: 9783319173221
This paper attempts to understand sport spectators as buyers of a product in traditional marketing terms. Research on spectators and their behaviour patterns has been neglected by marketers, but has been extensively researched by sociologists and psy
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::5baf3556779029768d3200ee5782f26a
https://doi.org/10.1007/978-3-319-17323-8_137
https://doi.org/10.1007/978-3-319-17323-8_137
Publikováno v:
Journal of Business Research. 55:611-622
This study applies network theory for the first time to the economically and socially important area of sport and examines relationships between National Governing Bodies (NGBs), media and corporate sponsors. Issues of power, dependency and relations
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::06205201ce5bca27ce067cdda9cf3d3d
https://doi.org/10.1016/s0148-2963(00)00191-0
https://doi.org/10.1016/s0148-2963(00)00191-0
Autor:
Tony Meenaghan
Publikováno v:
Psychology and Marketing. 18:95-122
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 invo
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::923645d5d0f387980571a8b26dac177b
https://doi.org/10.1002/1520-6793(200102)18:2<95::aid-mar1001>3.0.co
https://doi.org/10.1002/1520-6793(200102)18:2<95::aid-mar1001>3.0.co
Autor:
Tony Meenaghan
Publikováno v:
Psychology and Marketing. 18:191-215
Unlike advertising, little is currently known about how consumers regard commercial sponsorship. This paper outlines the results of focus group research which examined how consumers perceive sponsorship and how they view it in comparison with adverti
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::d56f7d363839fba5b670848fa13051b4
https://doi.org/10.1002/1520-6793(200102)18:2<191::aid-mar1005>3.0.co
https://doi.org/10.1002/1520-6793(200102)18:2<191::aid-mar1005>3.0.co