Browsing by Author "Humphreys, Michael S."

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Shared Brand Equity

Cornwell, T. Bettina; Humphreys, Michael S.; Kwon, Youngbum (Taylor & Francis, 2022)

Many brand collaboration platforms—such as sponsorship, celebrity endorsement, influence rmarketing, product placement, cobranding, and human branding—build strong relationships between brands and contribute to the brand ...
Sponsorship-Linked Marketing: The Role of Articulation in Memory

Cornwell, T. Bettina; Humphreys, Michael S.; Maguire, Angela M.; Weeks, Clinton S.; Tellegen, Cassandra L. (Journal of Consumer Research, Inc., 2006-12)

Corporate sponsorship of events contributes significantly to marketing aims, including brand awareness as measured by recall and recognition of sponsor-event pairings. Unfortunately, resultant advantages accrue ...