Concepedia

Donald P. Roy

DP

13

Publications

1.7K

Citations

11

H-Index

1999

Active since

Affiliations

Middle Tennessee State University(Current)

The University of Queensland

University of North Carolina at Pembroke

Donald P. Roy is an author at Middle Tennessee State University specializing in management, marketing, and advertising.

Top concepts

MarketingManagementAdvertisingSponsorshipBrandingBrand AwarenessSports SponsorshipBrand StrategyBrand ManagementBusiness

Publications per year

1999–2012

13

Publications

13

SPONSORSHIP-LINKED MARKETING: OPENING THE BLACK BOX

T. Bettina Cornwell, Clinton S. Weeks, Donald P. Roy · Journal of Advertising · 2005 · 657 citations

Advertising, Interactive Marketing, Arts +15

Exploring Managers' Perceptions of the Impact of Sponsorship on Brand Equity

T. Bettina Cornwell, Donald P. Roy, Edward A. Steinard · Journal of Advertising · 2001 · 388 citations

Abstract Sponsorship, Brand Strategy, Sports Sponsorship +17

The effects of consumer knowledge on responses to event sponsorships

Donald P. Roy, T. Bettina Cornwell · Psychology and Marketing · 2004 · 231 citations

Customer Satisfaction, Consumer Study, Event Sponsorships +23

Brand equity’s influence on responses to event sponsorships

Donald P. Roy, T. Bettina Cornwell · Journal of Product & Brand Management · 2003 · 188 citations

Sponsor‐event Fit, Consumer Study, Consumer Research +19

The impact of congruence in cause marketing campaigns for service firms

Donald P. Roy · Journal of Services Marketing · 2010 · 69 citations

Customer Satisfaction, Brand Strategy, Consumer Research +22

Rows per page

1–5 of 13