T. Bettina Cornwell | University of Oregon (original) (raw)
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Developments in marketing science: proceedings of the Academy of Marketing Science, 2022
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.
Edward Elgar Publishing eBooks, Jul 14, 2023
Edward Elgar Publishing eBooks, Jul 14, 2023
Edward Elgar Publishing eBooks, Jul 14, 2023
ACR North American Advances, 1995
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.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2017
The SAGE Handbook of Sport Management
... Sport sponsorship and endorsements. Post a Comment. CONTRIBUTORS: Author: Thwaites, D. ...
Journal of Advertising Research, 2015
Sponsorship in Marketing, 2014
Advances in Consumer …, 2006
Journal of Public Policy & Marketing, Sep 1, 2012
Developments in marketing science: proceedings of the Academy of Marketing Science, 2022
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.
Edward Elgar Publishing eBooks, Jul 14, 2023
Edward Elgar Publishing eBooks, Jul 14, 2023
Edward Elgar Publishing eBooks, Jul 14, 2023
ACR North American Advances, 1995
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.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2017
The SAGE Handbook of Sport Management
... Sport sponsorship and endorsements. Post a Comment. CONTRIBUTORS: Author: Thwaites, D. ...
Journal of Advertising Research, 2015
Sponsorship in Marketing, 2014
Advances in Consumer …, 2006
Journal of Public Policy & Marketing, Sep 1, 2012