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DOR
Table of Contents
Journal of Advertising Research
Volume 41, Number 1
SPECIAL SPONSORSHIP ISSUE
Assessing Market Value of Event Sponsoring: Corporate Olympic
Sponsorships
Anthony D. Miyazaki and Angela G. Morgan
The Value of Winning in Motorsports: Sponsorship-linked Marketing and
Shareholder Wealth
T. Bettina Cornwell, Stephen W. Pruitt, and Robert Van Ness
Advertising and Promotion Leverage on Arts Sponsorship Effectiveness
Pascale G. Quester and Beverley Thompson
Attitudinal Effects of Combined Sponsorship and Sponsors' Prominence
on Basketball in Europe
Thierry Lardinoit and Pascale Quester
Measuring the Effects of Sponsorship
By Bill Harvey
Perceptions of Advertising and Other Marketing Variables in the
Market for Used Vehicles
by David J. Urban, George E. Hoffer, and Michael D. Pratt
Cinema Advertising Re-Considered
Michael Ewing, Erik du Plessis, and Charles Foster
POINT OF VIEW: Why We Can't Afford to Measure Viewers
Erwin Ephron and Stuart Gray
