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"Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This book introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on original research, and exploring key theory, best practice and cutting-edge issues, this is also the only book to fully explain how the sponsor can implement successful sponsorship campaigns and achieve their communication objectives. The book covers every important conceptual and functional area of sponsorship in marketing communications, including: audiences, strategies and objectivesleveraging and activationbuilding sponsorship portfoliosmeasurement and evaluationambush marketingmanaging relationshipsinternal audiencespublic policy and legal issuesEvery chapter includes case studies, examples and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management"--

The influential are no longer only those with celebrity status – but until now there has been no authoritative resource on the theory and practice of influencer marketing. This book will educate and inspire decision makers, researchers, students, and influencers themselves.

Diving deeper than the many ""how-to"" books on the influencer phenomenon, this book brings in frameworks from marketing, sociology, psychology, and communication studies to redefine the influencer as a persona (related to a person, group of people, or organization) that possesses greater than average sway over others. Cornwell and Katz go on to:


introduce the influencers, macro and nano, authentic and inauthentic, ascending and fading;


consider their relationship to brands in the marketing ecosystem, along with regulations that set limits on influencer marketing;


describe how influence is measured and evaluated and look into the future; and


bring together the latest research on influencer marketing and organize it for the reader.

The book serves both those who want to understand the science behind influencer marketing and those who want to most effectively employ influencers in brand strategy. Instructors, students, and professionals will appreciate international examples from multiple industries applying theories to the real world.

ABSTRACTPrimes are pervasive in marketing. Despite frequent use in practice, there has yet to be a framework to categorize priming techniques that is inclusive of measurement challenges and methods for administering primes as well as provides insight for researchers on how to think about and construct research using priming. Prior researchers have provided reviews of priming research, which have set the stage for discussions of priming theories and challenges of using primes in survey research. We build from their review and contribute in four ways by (i) reviewing priming theories rooted in both prospective and retrospective models of memory; (ii) developing a priming framework based on the ABC model of attitudes (affective, behavioral, and cognitive priming) that incorporates lexical priming, priming fluency effects, and methods for administering primes; (iii) addressing priming challenges including discrepancies between the priming method and measurement method; and (iv) positing the influence of personal characteristics on priming, such as the role of skepticism in assimilation and contrast effects. The final model is offered and elaborated upon as a guide for future research. Copyright © 2016 John Wiley & Sons, Ltd.

Abstract

Dependency is proposed as an implicit yet undeveloped concept important in understanding consumer behavior. The development of this idea takes as a jumping‐off point, the family life cycle literature because it has implicitly recognized the importance of dependent children. A taxonomy of dependence is offered as several propositions regarding dependency patterns. While the central offering of this paper is theoretical, the concept is explored via focus groups with 24 women. Findings suggest that the concept is worthy of future development.
Copyright © 2008 John Wiley & Sons, Ltd.