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- Title
Editorial: The Passionate Embrace--Consumer Response to Sponsorship.
- Authors
Meenaghan, Tony; O'Sullivan, Paul
- Abstract
The editorial introduces the February 2001 issue of the periodical "Psychology and Marketing" which focuses on consumer response to sponsorship. The rise of commercial sponsorship as a major option in marketing communication has been a pervasive phenomenon during the final decades of the twentieth century. Although Europe and North America dominate, the sponsorship phenomenon is nevertheless truly global. Growth in sponsorship expenditure has been driven by a range of factors. An inventory of research into sponsorship suggests that almost all of the published work is devoted to just two relatively narrow strands of enquiry. The studies in the February 2001 issue recognize that sponsorship works differently in relation to the consumer, compared to other forms of marketing communication, and that it has the potential to engage the consumer in a very special way.
- Subjects
CORPORATE sponsorship; CONSUMER behavior; MARKETING; PSYCHOLOGY
- Publication
Psychology & Marketing, 2001, Vol 18, Issue 2, p87
- ISSN
0742-6046
- Publication type
Editorial
- DOI
10.1002/1520-6793(200102)18:2<87::AID-MAR1000>3.0.CO;2-L