Less “Sponsorship As Advertising” and More Sponsorship-Linked Marketing As Authentic Engagement
Year: 2019
Type: article
Abstract: Sponsorship is an established marketing communications platform that takes many forms. In terms of objectives and measurement, sponsorship has functioned like advertising for decades. The current work argues that the potential of sponsorship to support consumer engagement for both the sponsor and sponsee has been underdeveloped and underresearched. Given this thesis, following an overview of the background and importance of sponsorship, the potential of sponsoring to further brand engagement is examined. A sponsorship engagement model based on authenticity is proposed, adoption of this model is discussed, and relevant research questions are suggested.
Source: Journal of Advertising
Author: T. Bettina Cornwell
Institution: University of Oregon
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2943538728