Sponsorship and advertising: A comparison of consumer perceptions

Psychology and MarketingPublished 1 January 2001

Tony Meenaghan

DOI10.1002/1520-6793(200102)18:2<191::aid-mar1005>3.0.co;2-c

Source URL

Citations161

SJR quartileQ1

SJR score3.50

SNIP2.48

Abstract

Unlike advertising, little is currently known about how consumers regard commercial sponsorship. This paper outlines the results of focus group research which examined how consumers perceive sponsorship and how they view it in comparison with advertising. © 2001 John Wiley & Sons, Inc.

Keywords

Social SciencesBusiness, Management and Accounting