Concepedia
Statistics
Publications
13
Citations
1.7K
H-Index
11
Active since
1999
Affiliations
Middle Tennessee State University(Current)
The University of Queensland
University of North Carolina at Pembroke
Jones College
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
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
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