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Emerging strategies for sponsorship on the Internet

Drennan, Judy & Cornwell, Bettina (2004) Emerging strategies for sponsorship on the Internet. Journal of Marketing Management, 20(9/10), pp. 1123-1146.

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Abstract

Internet sponsorship is a rapidly evolving communications platform at a fledgling stage for sponsorship-linked marketing. The complex and involving nature of the phenomena offers new research opportunities and the potential for innovative marketing strategies. The Internet presents the opportunity to combine aspects of traditional event/activity sponsorship and media sponsorship innovatively and to extend marketing strategy in new directions. This paper presents an overview of emerging Internet sponsorships strategies, identifies virtual and reality sponsorship opportunities, and explores emerging sponsorship extension strategies that relate to media, brand, channel development, consumer experience, and networking. Finally, future directions for researchers and practitioners are suggested.

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ID Code: 26029
Item Type: Journal Article
Keywords: Internet sponsorship, marketing strategies, marketing communications
DOI: 10.1362/0267257042405231
ISSN: 0267-257X
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Research Methodology (150505)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2004 Westburn Publishers
Copyright Statement: Author Posting © Westburn Publishers Ltd, 2004. This is the preprint (pre peer-review) version of an article which has been published in its definitive form in the Journal of Marketing Management, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in Journal of Marketing Management, Vol.20, Nov. 2004, No.9/10, pp.1123-1146, doi: 10.1362/0267257042405231
Deposited On: 01 Jul 2009 10:42
Last Modified: 29 Feb 2012 23:28

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