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Sponsorship portfolio as a brand-image creation strategy
Chien, P. Monica; Cornwell, T. Bettina; Pappu, Ravi - In: Journal of business research : JBR 64 (2011) 2, pp. 142-150
Persistent link: https://www.econbiz.de/10008769032
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Memory for Sponsorship Relationships: A Critical Juncture in Thinking
Cornwell, T. Bettina; Humphreys, Michael S. - In: Psychology & marketing 30 (2013) 5, pp. 394-407
Persistent link: https://www.econbiz.de/10010101364
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Rejoinder to commentary on Chien, Cornwell, and Pappu (2010): Advancing research on sponsorship portfolio effects
Chien, P. Monica; Cornwell, T. Bettina; Pappu, Ravi - In: Journal of business research : JBR 65 (2012) 1, pp. 117-122
Persistent link: https://www.econbiz.de/10009819607
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Sponsorship-linked marketing: a set of research propositions
Nickell, David; Cornwell, T. Bettina; Johnston, Wesley J. - In: The journal of business & industrial marketing 26 (2011) 8, pp. 577-590
Persistent link: https://www.econbiz.de/10009340300
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Celebrity endorsement, brand credibility and brand equity
Spry, Amanda; Pappu, Ravi; Cornwell, T. Bettina - In: European journal of marketing : EJM 45 (2011) 6, pp. 882-910
Persistent link: https://www.econbiz.de/10009029571
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Triple acculturation: The role of African Americans in the consumer acculturation of Kenyan immigrants
Wamwara-Mbugua, L. Wakiuru; Cornwell, T. Bettina; … - In: Journal of business research : JBR 61 (2008) 2, pp. 83-91
Persistent link: https://www.econbiz.de/10008880242