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Increasing sponsorship effectiveness through brand experience

Marieke L Fransen (School of Communication Research, University of Amsterdam Kloveniersburgwal 48, 1012 CX Amsterdam, Netherlands)
Thomas J. L. van Rompay (Department of Industrial Design Engineering University of Twente, Netherlands)
Daan G Muntinga (School of Communication Research University of Amsterdam, Netherlands)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 January 2013

1380

Abstract

This quasi-experimental field study examines whether companies can improve the effectiveness of their sponsorship investments by creating a brand experience. Data were collected among participants of a sponsored marathon. During this event participants had the opportunity to engage in an experience orchestrated by one of the main sponsors of the event. We compare the data of participants who ran the marathon and also engaged in the experience with those who solely ran the marathon. The results reveal that participating in the experience increases top of mind awareness, brand recall and attitudes towards the sponsoring brand, compared to just running the marathon. Additionally, within the experience condition, brand experience and flow predict brand attitudes.

Keywords

Citation

Fransen, M.L., Rompay, T.J.L.v. and Muntinga, D.G. (2013), "Increasing sponsorship effectiveness through brand experience", International Journal of Sports Marketing and Sponsorship, Vol. 14 No. 2, pp. 37-50. https://doi.org/10.1108/IJSMS-14-02-2013-B004

Publisher

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Emerald Group Publishing Limited

Copyright © 2013 by Winthrop Publications Limited

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