LITERATURE REVIEW ON SPONSORSHIP
LITERATURE REVIEW ON SPONSORSHIP
You should choose one of the topics below as the subject of an up-to-date review of the current academic literature using correct Harvard style referencing
Drawing on a minimum of 10 academic journal articles (obviously you can use more) you should provide a critical overview of research that has been carried out in your chosen topic area.
Given the broad scope of the topics, you should aim to focus on any theme(s) within the subject area that, in your view, merits attention, for example you could focus on a specific issue where there is controversy or divided opinion.
In addition to the academic journal articles you should include at least two relevant practitioner sources, i.e. drawing on the practitioner press, industry websites and reports, etc. to exemplify your discussion. By pulling these sources together you should be able to provide an up-to-date picture of the research in your chosen topic area and how this relates to practice.
19 hours ago
REQUIREMENTS
Kingston University bookmark marketing communications
Masters Marketing
Sources:
Cornwell, T.B. (2008) State of the art and science in sponsorship-linked marketing. Journal of Advertising, 37 (3), pp.1-55.
Kwon, E., Ratneshwar, S., and Kim, E. (2016) Brand image congruence through sponsorship of sporting events: A re-inquiry of Gwinner and Eaton (1999), Journal of Advertising, 45 (1), pp.130-138.
Meenaghan, T. (2001), ‘Sponsorship and Advertising: A Comparison of Consumers Perceptions’, Psychology and Marketing, 18 (2), pp191- 215
Olsen, E.L. and Thjomoe, H.M. (2011) Explaining and articulating the fit construct in sponsorship, Journal of Advertising, 40 (1), pp.57-70.
17 hours ago
sending you pdf versions
please note that this should in uk standard and with harvard referencing
most of the articles i have found are in the zipped folder
to make your work easier divide the paper in three themes i.e.
Sponsorship Linked Marketing
Sponsorship Attitudes/Perception
Sponsorship Fit
Answer preview……………………..
apa 2280 words