Browsing by Author "Charbonneau, Jan"

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  • Measuring sport sponsorship effectiveness: links to existing behaviour

    Garland, Ron; Charbonneau, Jan; Macpherson, Terry (Business Perspectives, 2008)
    The expanding role of sponsorship in the communications mix has generated increased attention to, debate about, and demand for effective measures. Yet there is no universally accepted approach to measuring sponsorship ...
  • Product effects on endorser image: the potential for reverse image transfer

    Charbonneau, Jan; Garland, Ron (Emerald Group Publishing Ltd, 2010)
    Purpose – The purpose of this paper is to investigate reverse image transfer as it applies to both celebrities (actors/models) and celebrity athletes in a New Zealand context. It extends the work of Garland and Charbonneau ...
  • The use of celebrity athletes as endorsers: views of the New Zealand general public

    Garland, Ron; Charbonneau, Jan (International Marketing Reports Ltd, 2006)
    Matching celebrity athletes with potential endorsement opportunities is often difficult. Yet there are easy-to-use survey-based methods available. Based on a survey of the general public in New Zealand, this study uses ...

Jan Charbonneau has 2 co-authors in Research Commons.