ÂÜÀòÉç¹ÙÍø

: : : TOC : : journals

Relevant ARCategory:

---

From the Editor
–Richard Alan Nelson []

The Attitudes of Middle Class versus Upper Class Male and Female Consumers Regarding the Effectiveness of Celebrity Endorsers
–Shane R. Premeaux [] []

Does Gender Impact the Perception of Negative Information Related to Celebrity Endorsers?
–Steven M. Edwards; Carrie La Ferle [] []

Attenuating the Negative Effects of Perceived Incongruence in Sponsorship: How Message Repetition Can Enhance Evaluations of an “Incongruent” Sponsor
–Frank E. Dardis [] []

Endorser Weight and Perceptions of Brand Attitude and Intent to Purchase
–Michael Lea Westover; Quint Randle [] []

Corporate Marketing Objectives and Evaluation Measures for Integrated Television Advertising and Sports Event Sponsorships
–Peter Smolianov; Joseph F. Aiyeku [] []

Olympic Sponsorship Activation and the Creation of Competitive Advantage
–Dimitra Papadimitriou; Artemisia Apostolopoulou [] []

Sponsorship Leveraging Case Studies–Sydney 2000 Olympic Games
–John A. Tripodi; Martin Hirons [] []

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 [] []

Promoting the Network Brand: An Exploration of Network and Local Affiliate On-Air Promotion during the Super Bowl, 2001–2006
–Sue Westcott Alessandri [] []

Real Women Watch Football: Gender Differences in the Consumption of the NFL Super Bowl Broadcast
–John S. Clark; Artemisia Apostolopoulou; James M. Gladden [] []

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 [] []

Consumer Response to Sponsorships of the Performing Arts
–Vassilis Dalakas [] []

Exploring Art Film Audiences: A Marketing Analysis
–Sharon L. H. Chuu; Jennifer C. Chang; Judith L. Zaichkowsky [] []

An Optimization Model for Personalized Promotions in Multiplexes
–Tarun Bhaskar; Gopi Subramanian; Debasis Bal; Anand Moorthy; Angshuman Saha; Srikanth Rajagopalan [] []

Evaluating Event Marketing: Experience or Outcome?
–Emma H. Wood [] []

Tourist Attractions and their Marketing Communication: Off the Peg or Tailor-Made?
–Tom Rosendahl [] []

Educational Promotion Strategies: Brokering Culture between Tourists and Tourist Destinations
–Rosalind C. Paige [] []

The Impact of a Promotional Campaign on Consumer Travel Behavior: Case of Baltimore, Maryland
–Binta Abubakar [] []

Roles of Media Exposure and Interpersonal Experiences on Country Brand: The Mediated Risk Perception Model
–Jong Woo Jun; Hyung Seok Lee; Jae Hee Park [] []

---