Back to matchesWe found a matchYour institution may have access to this item. Find your institution then sign in to continue.TitleUnderstanding Sponsorship Effects.AuthorsMeenaghan, TonyAbstractThis 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 involvement, and relates these tenets to the achievement of a consumer response, building to a proposed model of how sponsorship "works" in relation to consumers. © 2001 John Wiley & Sons, Inc.SubjectsCORPORATE sponsorship; CONSUMER behavior; MARKETING; PSYCHOLOGYPublicationPsychology & Marketing, 2001, Vol 18, Issue 2, p95ISSN0742-6046Publication typeArticleDOI10.1002/1520-6793(200102)18:2<95::AID-MAR1001>3.0.CO;2-H