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Brand equity’s influence on responses to event sponsorships

Donald P. Roy (Assistant Professor of Marketing, Middle Tennessee State University, Murfreesboro, Tennessee, USA)
T. Bettina Cornwell (Reader in Marketing, Business School, The University of Queensland, Brisbane, Australia)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 November 2003

17152

Abstract

Recent research into consumer responses to sponsorships has examined the role of sponsor‐event fit on cognitive and affective responses. However, influences on sponsor‐event fit have received little consideration. In this study, a sponsor’s brand equity is evaluated as a facilitator of sponsor‐event fit. Six sponsors (three high equity/three low equity) were paired with six events. Results of hypothesis testing indicated that sponsors with high brand equity were perceived as more congruent sponsors than sponsors with low brand equity even though the events sponsored were identical. Also, a positive relationship was found between sponsor‐event congruence and favorable attitudes toward the sponsor. Results of this study suggest that consumers’ attitudes toward sponsors are comprised of associations other than the sponsor‐event association. While lesser known brands can use sponsorship as a brand‐building vehicle, they may not attain the same level of results as their high equity counterparts.

Keywords

Citation

Roy, D.P. and Bettina Cornwell, T. (2003), "Brand equity’s influence on responses to event sponsorships", Journal of Product & Brand Management, Vol. 12 No. 6, pp. 377-393. https://doi.org/10.1108/10610420310498803

Publisher

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MCB UP Ltd

Copyright © 2003, MCB UP Limited

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