Journal of Promotion Management, Volume 15, Issue 1-2 (2009)

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Journal of Promotion Management, Volume 15, Issue 1-2 (2009)

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Celebrity Endorsements and Sponsorship Sports, Arts and Event/Tourism Branding and Promotions

From the Editor

Letter
From the Editor
Richard Alan Nelson
Page: 1
Published online: 29 May 2009
CitationforFrom the Editor | Full Text | PDF (29.5 KB)
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Endorsements, Celebrities and Sponsorship

Article
The Attitudes of Middle Class versus Upper Class Male and Female Consumers Regarding the Effectiveness of Celebrity Endorsers
Shane R. Premeaux
Pages: 2-21
Published online: 29 May 2009
AbstractforThe Attitudes of Middle Class versus Upper Class Male and Female Consumers Regarding the Effectiveness of Celebrity Endorsers | Full Text | References | PDF (105.2 KB)
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Article
Does Gender Impact the Perception of Negative Information Related to Celebrity Endorsers?
Steven M. Edwards & Carrie La Ferle
Pages: 22-35
Published online: 29 May 2009
AbstractforDoes Gender Impact the Perception of Negative Information Related to Celebrity Endorsers? | Full Text | References | PDF (85.2 KB)
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Article
Attenuating the Negative Effects of Perceived Incongruence in Sponsorship: How Message Repetition Can Enhance Evaluations of an “Incongruent” Sponsor
Frank E. Dardis
Pages: 36-56
Published online: 29 May 2009
AbstractforAttenuating the Negative Effects of Perceived Incongruence in Sponsorship: How Message Repetition Can Enhance Evaluations of an “Incongruent” Sponsor | Full Text | References | PDF (118 KB)
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Article
Endorser Weight and Perceptions of Brand Attitude and Intent to Purchase
Michael Lea Westover & Quint Randle
Pages: 57-73
Published online: 29 May 2009
AbstractforEndorser Weight and Perceptions of Brand Attitude and Intent to Purchase | Full Text | References | PDF (748.2 KB)
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Sports Promotions

Article
Corporate Marketing Objectives and Evaluation Measures for Integrated Television Advertising and Sports Event Sponsorships
Peter Smolianov & Joseph F. Aiyeku
Pages: 74-89
Published online: 29 May 2009
AbstractforCorporate Marketing Objectives and Evaluation Measures for Integrated Television Advertising and Sports Event Sponsorships | Full Text | References | PDF (90.1 KB)
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Free Access
Article
Olympic Sponsorship Activation and the Creation of Competitive Advantage
Dimitra Papadimitriou & Artemisia Apostolopoulou
Pages: 90-117
Published online: 29 May 2009
AbstractforOlympic Sponsorship Activation and the Creation of Competitive Advantage | Full Text | References | PDF (128.4 KB)
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Article
Sponsorship Leveraging Case Studies–Sydney 2000 Olympic Games
John A. Tripodi & Martin Hirons
Pages: 118-136
Published online: 29 May 2009
AbstractforSponsorship Leveraging Case Studies–Sydney 2000 Olympic Games | Full Text | References | PDF (530.6 KB)
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Article
The Athens Exemplar: An Olympic Promotion Effort Pays Off for “The Networks of NBC”
Gregory D. Newton, Glenda C. Williams, Susan T. Eastman & Andrew C. Billings
Pages: 137-149
Published online: 29 May 2009
AbstractforThe Athens Exemplar: An Olympic Promotion Effort Pays Off for “The Networks of NBC” | Full Text | References | PDF (83.5 KB)
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Article
Promoting the Network Brand: An Exploration of Network and Local Affiliate On-Air Promotion during the Super Bowl, 2001–2006
Sue Westcott Alessandri
Pages: 150-164
Published online: 29 May 2009
AbstractforPromoting the Network Brand: An Exploration of Network and Local Affiliate On-Air Promotion during the Super Bowl, 2001–2006 | Full Text | References | PDF (86.4 KB)
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Article
Real Women Watch Football: Gender Differences in the Consumption of the NFL Super Bowl Broadcast
John S. Clark, Artemisia Apostolopoulou & James M. Gladden
Pages: 165-183
Published online: 29 May 2009
AbstractforReal Women Watch Football: Gender Differences in the Consumption of the NFL Super Bowl Broadcast | Full Text | References | PDF (108.7 KB)
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Article
The Depiction of Female Models in Sport Television Commercials in the United States by Degree of Slenderness: An Appraisal
Robin T. Peterson, Bing Xu & Yam Limbu
Pages: 184-203
Published online: 29 May 2009
AbstractforThe Depiction of Female Models in Sport Television Commercials in the United States by Degree of Slenderness: An Appraisal | Full Text | References | PDF (107.9 KB)
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Arts Promotions

Article
Consumer Response to Sponsorships of the Performing Arts
Vassilis Dalakas
Pages: 204-211
Published online: 29 May 2009
AbstractforConsumer Response to Sponsorships of the Performing Arts | Full Text | References | PDF (64.5 KB)
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Article
Exploring Art Film Audiences: A Marketing Analysis
Sharon L. H. Chuu, Jennifer C. Chang & Judith L. Zaichkowsky
Pages: 212-228
Published online: 29 May 2009
AbstractforExploring Art Film Audiences: A Marketing Analysis | Full Text | References | PDF (97.9 KB)
  • 2367 Views
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Article
An Optimization Model for Personalized Promotions in Multiplexes
Tarun Bhaskar, Gopi Subramanian, Debasis Bal, Anand Moorthy, Angshuman Saha & Srikanth Rajagopalan
Pages: 229-246
Published online: 29 May 2009
AbstractforAn Optimization Model for Personalized Promotions in Multiplexes | Full Text | References | PDF (102.6 KB)
  • 171 Views
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Event Marketing, Tourism and Country Branding

Article
Evaluating Event Marketing: Experience or Outcome?
Emma H. Wood
Pages: 247-268
Published online: 29 May 2009
AbstractforEvaluating Event Marketing: Experience or Outcome? | Full Text | References | PDF (109.9 KB)
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Article
Tourist Attractions and their Marketing Communication: Off the Peg or Tailor-Made?
Tom Rosendahl
Pages: 269-285
Published online: 29 May 2009
AbstractforTourist Attractions and their Marketing Communication: Off the Peg or Tailor-Made? | Full Text | References | PDF (92.3 KB)
  • 464 Views
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Article
Educational Promotion Strategies: Brokering Culture between Tourists and Tourist Destinations
Rosalind C. Paige
Pages: 286-301
Published online: 29 May 2009
AbstractforEducational Promotion Strategies: Brokering Culture between Tourists and Tourist Destinations | Full Text | References | PDF (89.9 KB)
  • 291 Views
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Article
The Impact of a Promotional Campaign on Consumer Travel Behavior: Case of Baltimore, Maryland
Binta Abubakar
Pages: 302-320
Published online: 29 May 2009
AbstractforThe Impact of a Promotional Campaign on Consumer Travel Behavior: Case of Baltimore, Maryland | Full Text | References | PDF (109.6 KB)
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Article
Roles of Media Exposure and Interpersonal Experiences on Country Brand: The Mediated Risk Perception Model
Jong Woo Jun, Hyung Seok Lee & Jae Hee Park
Pages: 321-339
Published online: 29 May 2009
AbstractforRoles of Media Exposure and Interpersonal Experiences on Country Brand: The Mediated Risk Perception Model | Full Text | References | PDF (114 KB)
  • 274 Views
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