Sponsorships capture a significant proportion of marketing budgets. In firm evaluations of the effectiveness of sponsorship engagements, image improvements represent the most important company ...objective. This study develops and tests a framework for explaining how exposure and activity involvement moderate the effects of event image, event–sponsor fit, and event commercialization on sponsor image. Using empirical data collected at a large sporting event with multiple sponsors, the authors show that increased sponsorship exposure reduces sponsor image if respondents perceive a low fit between the event and sponsor or high levels of event commercialization. Involvement in the sponsored activity improves the sponsor's image, in that the effect of event commercialization is positive for highly involved persons. This paper concludes with some reasons for the findings, implications for the choice and design of sponsorships, and further areas for research.
Sponsoring joins brands with sports, the arts, and events in mutually beneficial partnerships. In the context of sports, the authors examine how sponsorship deal characteristics affect consumer ...inferences, attitudes, and behavioral intentions toward a sponsor and a sport property in a partnership. The authors develop a conceptual framework that links a holistic set of sponsorship deal characteristics (i.e., contract length, regional proximity of the sponsor, sponsorship fee, and sponsorship type) to individual consumer perceptions. Study 1 tests the framework in a field study of 2,787 consumers across 44 sponsorships. Study 2 largely confirms the findings of the field study in an experimental study. Overall, the results show that regionally proximate and long-term partnerships benefit as consumers make positive inferences about partnership fit and sponsor motives. In contrast, consumers associate high sponsorship fees, international sponsors, and naming-rights relationships with calculative motives and perceive these factors negatively. For managers, finding that sponsorship deal characteristics matter is important not only for sponsor-property relationships but also for relationships between the sponsoring brands and consumers.
This systematic review of sponsorship-linked marketing from 1996 to 2017 analyzes the current state of research. The overarching conclusion is that there is a surplus of research that examines ...audience responses to sponsorship-linked marketing but a shortage of research that examines marketing management of the sponsorship process. This misalignment of
research needs
to
research investments
stems partly from a failure to consider the sponsorship process as a whole. Research has failed to account for the complexity of the sponsorship-linked marketing ecosystem that influences both audience response and management decision making. The authors develop a sponsoring process model, generalizable to all sponsorship contexts, as an organizing frame for the review and as a reorienting perspective for research and practice. To spur future work, they advance a series of research questions and, to support practice, provide managerial insights.
This article analyzes Canada's private sponsorship of refugees to explore the conceptual and practical limits of humanitarian reason. In private refugee sponsorship, sponsors channel their ...humanitarian impulse to resettle refugees in a time-limited partnership with both the state and the refugees they sponsor. To gain insight into how sponsors perform their role in this structurally and temporally bounded trajectory, we conducted a national online survey of 530 sponsors who volunteered to support Syrians resettled to Canada after November 2015. Our analysis draws primarily from written comments shared by survey respondents. We find that over time, sponsors resort to tacit 'humanitarian bargains' to mediate between their initial commitment to save refugees' lives and their ongoing quotidian experiences of intervening in and shaping refugee lives. These bargains become visible when sponsors evaluate sponsorship by reference to a set of expectations and judgements about sponsored refugees, their fellow sponsors and the state. We suggest that the concept of the humanitarian bargain has explanatory force beyond refugee sponsorship.
Despite the significant increment in sport sponsorship and the affirmation of its strategically vital nature, extant research has confined its focus to narrow strategic goals, which organizations ...plan to accomplish from their sponsorship actions. Consequently, truly little attention has been paid to sponsorship’s viability as a vehicle for wider strategic aims and contexts. However, efficiently resourced sponsorships can generate a lasting competitive advantage in the “market” for sponsorships, which naturally bestows a competitive advantage and higher performance in product markets. The aim of this research is to develop and validate the Strategic Sport Sponsorship Scale (SSSES) and, towards this, a sum of 3,434 questionnaires were gathered and examined by means of SPSS and AMOS. The reliability and validity of the developed dimensions of sponsorship efficacy were substantiated by the practical examination of a theoretical model identifying the structural correlation between the proposed variables.
The Long Reach of Sponsorship Mazodier, Marc; Henderson, Conor M.; Beck, Joshua T.
Journal of marketing,
11/2018, Letnik:
82, Številka:
6
Journal Article
Recenzirano
Globalization and technology have expanded the reach of sports teams, giving brand sponsors new opportunities to engage and build relationships in real time with fans outside a team’s home market. ...This research investigates the role of fan isolation, or the experience of feeling separated from the team community, in shaping sponsorship effectiveness. The authors posit that such isolation increases the desire to affiliate with the team community, which can increase preferences for team-linked brands. However, the effect of isolation on sponsor performance depends on the strength of fan identification. Isolation increases strong fans’ desire to affiliate with the team community, thereby enhancing sponsorship performance; by contrast, isolation causes weak fans to avoid team-linked brands. Two field studies and four quasi experiments conducted across three countries (N ¼ 1,412) confirm these predictions. Isolated strong fans exhibit increased recall, attitudes, purchase intentions, and word of mouth for sponsors, while isolated weak fans display the opposite effects. For brand managers, the proposed framework reveals whether isolated fans provide the best or worst returns on their sponsorships.
PDF
