Back to matchesWe found a matchYour institution may have access to this item. Find your institution then sign in to continue.TitleSponsorship and Advertising: A Comparison of Consumer Perceptions.AuthorsMeenaghan, TonyAbstractUnlike 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 advertising. © 2001 John Wiley & Sons, Inc.SubjectsCORPORATE sponsorship; CONSUMERS; MARKETING; PSYCHOLOGYPublicationPsychology & Marketing, 2001, Vol 18, Issue 2, p191ISSN0742-6046Publication typeArticleDOI10.1002/1520-6793(200102)18:2<191::AID-MAR1005>3.0.CO;2-C