Sponsorship-linked marketing: research surpluses and shortages

T. Bettina Cornwell () and Youngbum Kwon ()
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T. Bettina Cornwell: University of Oregon
Youngbum Kwon: University of Michigan

Journal of the Academy of Marketing Science, 2020, vol. 48, issue 4, No 1, 607-629

Abstract: 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.

Keywords: Sponsorship; Ecosystems; Engagement; Marketing management; Advertising (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (9)

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DOI: 10.1007/s11747-019-00654-w

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