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Sponsorship and the Image of the Sponsor

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 November 1991

Abstract

The manner in which sponsorship affects image is unique, and likely to be missed by conventional measurements of corporate and brand values. The “goodwill” effects engendered by sponsorship are subtle and difficult for consumers to articulate. It is argued that current methods of sponsorship evaluation really measure the publicity surrounding the sponsorship and not the sponsorship as such.

Keywords

Citation

McDonald, C. (1991), "Sponsorship and the Image of the Sponsor", European Journal of Marketing, Vol. 25 No. 11, pp. 31-38. https://doi.org/10.1108/EUM0000000000630

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited