Sponsorship and the Image of the Sponsor

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.

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