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Fit and Authenticity in Sponsorship and other Horizontal Marketing Partnerships
No offense intended, but brand communications can be boring. Sports, the arts, and music can be exciting, even captivating. In a content driven media landscape, it is not surprising that brands partner with their world to tell stories, to communicate their values, and to ride the wave of excitement. How though to find the best partner for this adventure? In this Lunch Lecture @ MSI guided by Bettina Cornwell, we will begin with the popular idea that brands should fit or be congruent with that which they sponsor—the “running shoe-running event” maxim. As an alternative to fit, we will discuss authenticity in partnerships- why you want it, how you measure it, and what it gives you. This thinking can be applied in sponsoring, brand placement, endorsements, and internal marketing⁠—and is just as relevant for a cycling team or charity as it is for a Fortune 500 company.

Jul 31, 2019 01:00 PM in Eastern Time (US and Canada)

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T. Bettina Cornwell
@University of Oregon
T. Bettina Cornwell (Ph.D. in marketing, The University of Texas) is Judy and Hugh Oliphant Chair in Sport Business in the Lundquist College of Business at the University of Oregon. Her research focuses on marketing communications and consumer behavior and often includes international and public policy emphases. Bettina’s research has appeared in the Academy of Management Review, Journal of Advertising, Journal of Consumer Research, Journal of Experimental Psychology: Applied, Journal of the Academy of Marketing Science, and Journal of Marketing. She was the 2016 Thomas C. Stewart Distinguished Professor at the Lundquist College of Business. She also serves as Head of the Marketing Department.