Jonathan A. Jensen

University of North Carolina at Chapel Hill

Assistant Professor

308 Woollen

Chapel Hill, NC 27599

United States

  • University of North Carolina at Chapel Hill

SCHOLARLY PAPERS

13

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SSRN CITATIONS
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CROSSREF CITATIONS

17

Scholarly Papers (13)

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1.

Analyzing Return-on-Investment in Sponsorship: Modeling Brand Exposure, Price and ROI in Formula One Automotive Competition

Journal of Advertising Research, 54(4), 435-447
Number of pages: 18 Posted: 11 Sep 2013 Last Revised: 22 Dec 2014
Jonathan A. Jensen and Joe Cobbs
University of North Carolina at Chapel Hill and Northern Kentucky University - College of Business
Downloads 941 (24,653)

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sponsorship, Formula One, ROI, brand exposure, sport marketing, return on investment, marketing costs, motor sport, naming rights, price

2.

Forecasting Sponsorship Costs: Marketing Intelligence in the Athletic Apparel Industry

Special Issue on “The Dynamics of Sports Marketing and Management" in Marketing Intelligence and Planning, Forthcoming.
Number of pages: 31 Posted: 04 Mar 2015
Jonathan A. Jensen, Lane Wakefield, Joe Cobbs and Brian Turner
University of North Carolina at Chapel Hill, Texas A&M University, Northern Kentucky University - College of Business and Ohio State University (OSU)
Downloads 286 (110,401)

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Marketing Intelligence, Sponsorship, Costs, Forecasting, Agency Conflicts, Athletic Apparel Industry

3.

The Effects of Second Screen Use on Sponsor Brand Awareness: A Dual Coding Theory Perspective

Journal of Consumer Marketing, v32, Forthcoming
Number of pages: 25 Posted: 07 Feb 2020
Jonathan A. Jensen, Patrick Walsh, Joe Cobbs and Brian Turner
University of North Carolina at Chapel Hill, Indiana University, Northern Kentucky University - College of Business and Ohio State University (OSU)
Downloads 221 (144,205)

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advertising, brand awareness, sponsorship, brand integration, dual coding theory, second screen, sport marketing

4.

Assessing the Impact of Sponsor Asset Selection, Intangible Rights, and Activation on Sponsorship Effectiveness

Dees, W., Gay, C., Popp, N., & Jensen, J. A., Assessing the Impact of Sponsor Asset Selection, Intangible Rights, and Activation on Sponsorship Effectiveness. Sport Marketing Quarterly, Forthcoming
Number of pages: 30 Posted: 14 Jun 2018
Windy Dees, Colin Gay, Nels Popp and Jonathan A. Jensen
University of Miami, University of North Carolina (UNC) at Chapel Hill, University of North Carolina (UNC) at Chapel Hill and University of North Carolina at Chapel Hill
Downloads 186 (168,510)

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Sponsorship Effectiveness, Sponsorship ROI, Brand Awareness

5.

The Niche Portfolio Strategy to Global Expansion: The Influence of Market Resources on Demand for Formula One Racing

Journal of Global Marketing, 27(4), 247-261.
Number of pages: 33 Posted: 06 Apr 2014 Last Revised: 23 Aug 2014
Jonathan A. Jensen, Joe Cobbs and Mark Groza
University of North Carolina at Chapel Hill, Northern Kentucky University - College of Business and Northern Illinois University
Downloads 111 (255,928)

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Formula One, F1, media, advertising, sports marketing, motorsports, niche portfolio, international sports, global marketing

6.

The Moderating Effect of Identification on Return on Investment from Sponsor Brand Integration

Jensen, J. A., & Walsh, P. T., Cobbs, J. B. The Moderating Effect of Identification on Return on Investment from Sponsor Brand Integration. International Journal of Sports Marketing and Sponsorship, 19(1), 41-57.
Number of pages: 38 Posted: 10 Feb 2017 Last Revised: 18 Jul 2018
Jonathan A. Jensen, Patrick Walsh and Joe Cobbs
University of North Carolina at Chapel Hill, Indiana University and Northern Kentucky University - College of Business
Downloads 71 (338,879)

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Sponsorship ROI; Brand Integration; Sport Identification; Consumer Behavior; Media Multitasking; Multicreening

7.

Why Do Marketing Relationships End? Findings from an Integrated Model of Sport Sponsorship Decision-Making

Journal of Sport Management, Forthcoming
Number of pages: 53 Posted: 25 May 2017
Jonathan A. Jensen and T. Cornwell
University of North Carolina at Chapel Hill and University of Oregon - Charles H. Lundquist School of Business
Downloads 68 (346,950)

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Commercial Sponsorship, Relationship Marketing, Survival Analysis Modeling, Olympic Games, FIFA World Cup

8.

Evaluating Sponsorship Through the Lens of the Resource-Based View: The Potential for Sustained Competitive Advantage

Business Horizons, 59, 163-173.
Number of pages: 30 Posted: 19 Nov 2015 Last Revised: 19 Apr 2018
Jonathan A. Jensen, Joe Cobbs and Brian Turner
University of North Carolina at Chapel Hill, Northern Kentucky University - College of Business and Ohio State University (OSU)
Downloads 66 (352,353)

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Sport sponsorship, resource-based view, marketing management, competitive advantage, Olympic Games

9.

Assessing Corporate Demand for Sponsorship: Marketing Costs in the Financial Services Industry

Jensen, J. A. Assessing Corporate Demand for Sponsorship: Marketing Costs in the Financial Services Industry. Marketing Letters, Forthcoming
Number of pages: 22 Posted: 10 Feb 2017
Jonathan A. Jensen
University of North Carolina at Chapel Hill
Downloads 43 (428,275)

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Sponsorship, Return on Investment, Marketing Costs, Agency Conflicts

10.

From BIRFing to BIRGing: A 10-Year Study of the Psychology of Cubs Fans

Jensen, J. A., Greenwell, T. C., Coleman, C., Stitsinger, M., & Andrew, D. (2018). From BIRFing to BIRGing: A 10-year study of the psychology of Cubs fans. Sport Marketing Quarterly, 27(4), 237-250.
Number of pages: 44 Posted: 18 Apr 2019
Jonathan A. Jensen, T. Christopher Greenwell, Cori Coleman, Matt Stitsinger and Damon Andrew
University of North Carolina at Chapel Hill, University of Louisville, University of North Carolina at Chapel Hill, School of Information and Library Science, Students, Indiana University and Florida State University
Downloads 20 (541,215)

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consumer behavior, BIRGing, BIRFing, identification, social identity, natural experiments

11.

Prioritizing Sponsorship Resources in Formula One Racing: A Longitudinal Analysis

Journal of Sport Management, 31(1), 96-110, 2017.
Number of pages: 23 Posted: 26 Apr 2018
Joe Cobbs, B. David Tyler, Jonathan A. Jensen and Kwong Chan
Northern Kentucky University - College of Business, Western Carolina University, University of North Carolina at Chapel Hill and University of Massachusetts Amherst
Downloads 14 (578,333)

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motorsports, survival analysis, marketing strategy, resource-based view, resource priority, competitive advantage

12.

New Applications of Survival Analysis Modeling: Examining Intercollegiate Athletic Donor Relationship Dissolution

Wanless, E., Jensen, J. A., Poliakoff, P. New Applications of Survival Analysis Modeling: Examining Intercollegiate Athletic Donor Relationship Dissolution. Journal of Sports Analytics, Forthcoming
Number of pages: 30 Posted: 13 Jun 2018
Elizabeth Wanless, Jonathan A. Jensen and Parker Poliakoff
Ball State University, University of North Carolina at Chapel Hill and University of California, Los Angeles (UCLA)
Downloads 6 (631,382)

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survival analysis, intercollegiate athletics, fundraising, customer relationship management

13.

Event History Analysis of Longitudinal Data: A Methodological Application to Sport Sponsorship

Jensen, J. A., & Turner, B. A. (2018). Event history analysis of longitudinal data: A methodological application to sport sponsorship. Sport in Society, 21(2), 376-393.
Number of pages: 37 Posted: 12 Jun 2018
Jonathan A. Jensen and Brian Turner
University of North Carolina at Chapel Hill and Ohio State University (OSU)
Downloads 5 (638,282)

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Research Methodologies, Event History Analysis, Longitudinal Data, Quantitative Research, Olympic Games