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18-05-2019 | Review Paper | Issue 4/2020

Journal of the Academy of Marketing Science 4/2020

Sponsorship-linked marketing: research surpluses and shortages

Journal:
Journal of the Academy of Marketing Science > Issue 4/2020
Authors:
T. Bettina Cornwell, Youngbum Kwon
Important notes

Electronic supplementary material

The online version of this article (https://​doi.​org/​10.​1007/​s11747-019-00654-w) contains supplementary material, which is available to authorized users.
Mark Houston and John Hulland served as Special Issue Editors for this article.
References for the sections of text detailing the sponsorship process model are included in Web Appendix Table A5.

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Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Abstract

This systematic review of sponsorship-linked marketing from 1996 to 2017 analyzes the current state of research. The overarching conclusion is that there is a surplus of research that examines audience responses to sponsorship-linked marketing but a shortage of research that examines marketing management of the sponsorship process. This misalignment of research needs to research investments stems partly from a failure to consider the sponsorship process as a whole. Research has failed to account for the complexity of the sponsorship-linked marketing ecosystem that influences both audience response and management decision making. The authors develop a sponsoring process model, generalizable to all sponsorship contexts, as an organizing frame for the review and as a reorienting perspective for research and practice. To spur future work, they advance a series of research questions and, to support practice, provide managerial insights.

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