T. Bettina Cornwell | University of Oregon (original) (raw)

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Papers by T. Bettina Cornwell

Research paper thumbnail of Commercialization in Professional Sports: Understanding Consumers’ Perceptions and Responses: An Abstract

Developments in marketing science: proceedings of the Academy of Marketing Science, 2022

Research paper thumbnail of Sport, Marketing, and Consumer Culture

Oxford University Press eBooks, Sep 21, 2022

In sport, marketing takes two major forms: the marketing of sports and marketing via sports. The ... more In sport, marketing takes two major forms: the marketing of sports and marketing via sports. The former is typically referred to as “sports marketing,” and the latter, “sponsorship-linked marketing.” Importantly, both forms of marketing in sport influence consumer culture. Sport marketing is a business activity that fuels sport consumption, but it may be sponsorship-linked marketing that plays a more dominant role in shaping consumer culture within and beyond sport. Sport marketing struggles with issues inherent in sport, such as the promotion of women, the cost of attending sporting events, and challenges of participating in competition. At the same time, sport marketing has a unique relationship with the increasingly diverse technologies used to interface with fans and social media about sport, especially as it connects fans with athletes. Sponsorship-linked marketing connects sport with a vast array of industries that hold powerful financial sway over the conduct of sport and over the presentation of sport celebrities in media. Over recent decades, commercialization and its concomitant processes of globalization have become an overarching concern regarding the sponsorship of sport. On the other hand, brands that take stands on issues such as racism, inclusive participation, and fairness, can use their financial influence and social capital for the betterment of sport and, more broadly at times, society. Fans, as consumers of sport, can and should play a role in the trajectory and influence of the consumer cultures that emerge from sporting contexts.

Research paper thumbnail of Children's formation of brand attitudes: Age of onset and importance of product category

Research paper thumbnail of Understanding the Vulnerability of Child Consumers: Links between Theory of Mind Deficits and Preschool Children's Misunderstanding of Consumer Processes

Research paper thumbnail of Selling the experience

Edward Elgar Publishing eBooks, Jul 14, 2023

Research paper thumbnail of Anticipating the future

Edward Elgar Publishing eBooks, Jul 14, 2023

Research paper thumbnail of Two types of sport marketing

Edward Elgar Publishing eBooks, Jul 14, 2023

Research paper thumbnail of Consumer psychology: A framework for investigating the effects of individual differences in theory of mind, executive functioning and cognition

Research paper thumbnail of Shared Brand Equity

Research paper thumbnail of Evaluating sponsorships

Research paper thumbnail of The Institutionalized Consumer

ACR North American Advances, 1995

Research paper thumbnail of Using the Internet to leverage sponsorship-linked marketing

Consumer attitudes are shown to become more favourable across time for sponsorships that are high... more Consumer attitudes are shown to become more favourable across time for sponsorships that are high congruence when they are not articulated in commercial terms, particularly when leveraged on the internet.

Research paper thumbnail of Sponsorship-Linked Marketing

Research paper thumbnail of Delivering Linking Value through Events: Investigating Communal and Experiential Drivers of Loyalty

Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2017

Research paper thumbnail of Sport Sponsorship and Endorsements

The SAGE Handbook of Sport Management

... Sport sponsorship and endorsements. Post a Comment. CONTRIBUTORS: Author: Thwaites, D. ...

Research paper thumbnail of Visual Processing and Need for Cognition Can Enhance Event-Sponsorship Outcomes

Journal of Advertising Research, 2015

Research paper thumbnail of Sponsorship in Marketing

Sponsorship in Marketing, 2014

Research paper thumbnail of Macro-micro linking using system dynamics modeling: A preliminary examination of eco-labeling effects for farmed shrimp

Research paper thumbnail of Dependence in consumer behavior research: exploring measurement

Advances in Consumer …, 2006

Research paper thumbnail of Collectible Toys as Marketing Tools: Understanding Preschool Children's Responses to Foods Paired with Premiums

Journal of Public Policy & Marketing, Sep 1, 2012

Research paper thumbnail of Commercialization in Professional Sports: Understanding Consumers’ Perceptions and Responses: An Abstract

Developments in marketing science: proceedings of the Academy of Marketing Science, 2022

Research paper thumbnail of Sport, Marketing, and Consumer Culture

Oxford University Press eBooks, Sep 21, 2022

In sport, marketing takes two major forms: the marketing of sports and marketing via sports. The ... more In sport, marketing takes two major forms: the marketing of sports and marketing via sports. The former is typically referred to as “sports marketing,” and the latter, “sponsorship-linked marketing.” Importantly, both forms of marketing in sport influence consumer culture. Sport marketing is a business activity that fuels sport consumption, but it may be sponsorship-linked marketing that plays a more dominant role in shaping consumer culture within and beyond sport. Sport marketing struggles with issues inherent in sport, such as the promotion of women, the cost of attending sporting events, and challenges of participating in competition. At the same time, sport marketing has a unique relationship with the increasingly diverse technologies used to interface with fans and social media about sport, especially as it connects fans with athletes. Sponsorship-linked marketing connects sport with a vast array of industries that hold powerful financial sway over the conduct of sport and over the presentation of sport celebrities in media. Over recent decades, commercialization and its concomitant processes of globalization have become an overarching concern regarding the sponsorship of sport. On the other hand, brands that take stands on issues such as racism, inclusive participation, and fairness, can use their financial influence and social capital for the betterment of sport and, more broadly at times, society. Fans, as consumers of sport, can and should play a role in the trajectory and influence of the consumer cultures that emerge from sporting contexts.

Research paper thumbnail of Children's formation of brand attitudes: Age of onset and importance of product category

Research paper thumbnail of Understanding the Vulnerability of Child Consumers: Links between Theory of Mind Deficits and Preschool Children's Misunderstanding of Consumer Processes

Research paper thumbnail of Selling the experience

Edward Elgar Publishing eBooks, Jul 14, 2023

Research paper thumbnail of Anticipating the future

Edward Elgar Publishing eBooks, Jul 14, 2023

Research paper thumbnail of Two types of sport marketing

Edward Elgar Publishing eBooks, Jul 14, 2023

Research paper thumbnail of Consumer psychology: A framework for investigating the effects of individual differences in theory of mind, executive functioning and cognition

Research paper thumbnail of Shared Brand Equity

Research paper thumbnail of Evaluating sponsorships

Research paper thumbnail of The Institutionalized Consumer

ACR North American Advances, 1995

Research paper thumbnail of Using the Internet to leverage sponsorship-linked marketing

Consumer attitudes are shown to become more favourable across time for sponsorships that are high... more Consumer attitudes are shown to become more favourable across time for sponsorships that are high congruence when they are not articulated in commercial terms, particularly when leveraged on the internet.

Research paper thumbnail of Sponsorship-Linked Marketing

Research paper thumbnail of Delivering Linking Value through Events: Investigating Communal and Experiential Drivers of Loyalty

Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2017

Research paper thumbnail of Sport Sponsorship and Endorsements

The SAGE Handbook of Sport Management

... Sport sponsorship and endorsements. Post a Comment. CONTRIBUTORS: Author: Thwaites, D. ...

Research paper thumbnail of Visual Processing and Need for Cognition Can Enhance Event-Sponsorship Outcomes

Journal of Advertising Research, 2015

Research paper thumbnail of Sponsorship in Marketing

Sponsorship in Marketing, 2014

Research paper thumbnail of Macro-micro linking using system dynamics modeling: A preliminary examination of eco-labeling effects for farmed shrimp

Research paper thumbnail of Dependence in consumer behavior research: exploring measurement

Advances in Consumer …, 2006

Research paper thumbnail of Collectible Toys as Marketing Tools: Understanding Preschool Children's Responses to Foods Paired with Premiums

Journal of Public Policy & Marketing, Sep 1, 2012