... Consumer behaviour Goodwill Marketing communications Sponsorship Marketing communications theory and in particular advertising has drawn on a variety of theoretical approaches to assist understanding of the image transfer and formation process. These include congruity theory (Osgood...

...Colin McDonald The manner in which sponsorship affects image is unique, and likely to be missed by conventional measurements of corporate and brand values. The “goodwill” effects engendered by sponsorship are subtle and difficult for consumers to articulate. It is argued that current methods...