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Journal of the Academy of Marketing Science
Published in: Journal of the Academy of Marketing Science 4/2020

18-05-2019 | Review Paper

Sponsorship-linked marketing: research surpluses and shortages

Authors: T. Bettina Cornwell, Youngbum Kwon

Published in: Journal of the Academy of Marketing Science | Issue 4/2020

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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.
next article Customer experience: fundamental premises and implications for research

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Appendix
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Metadata
Title
Sponsorship-linked marketing: research surpluses and shortages
Authors
T. Bettina Cornwell
Youngbum Kwon
Publication date
18-05-2019
Publisher
Springer US
Published in
Journal of the Academy of Marketing Science / Issue 4/2020
Print ISSN: 0092-0703
Electronic ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-019-00654-w

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