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Beyond brand exposure: measuring the sponsorship halo effect

Lenny Vance (School of Business, University of the Sunshine Coast, Maroochydore, Australia)
Maria M. Raciti (School of Business, University of the Sunshine Coast, Maroochydore, Australia)
Meredith Lawley (School of Business, University of the Sunshine Coast, Maroochydore, Australia)

Measuring Business Excellence

ISSN: 1368-3047

Article publication date: 15 August 2016

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Abstract

Purpose

Global spending on sponsorship continues to rise and many companies now establish portfolios containing a range of sponsorships across sport, arts and cause-related activities. Yet a lack of practical methodologies for the measurement and comparison of sponsorship performance within a portfolio context remains a challenge. Sponsors often rely solely on proxy measures for brand exposure drawn from advertising. These do not capture the higher-level outcomes of sponsorship awareness and goodwill transfer, often attributed to sponsorship as a ‘halo effect’. This paper aims to present a matrix tool that combines consumer awareness of and goodwill for a sponsorship so the halo effects of sponsorships within a portfolio can be quantified and compared.

Design/methodology/approach

This archival analysis study is based on six years of brand tracking data (comprising some 15,500 consumer surveys) supplied by a large Australian company. A sponsorship portfolio matrix is developed to measure the halo effect.

Findings

This study demonstrates that a sponsorship’s halo effect can be measured and comparisons can be drawn across sponsorship types within a portfolio. The study shows that despite the significantly higher levels of brand awareness achieved by commercially oriented professional sports sponsorship types, community relations oriented sponsorship types achieve a greater halo effect because of their more positive impact on the sponsor’s brand attributes.

Originality/value

The matrix provides a valuable tool by which sponsorships can be compared, evaluated and managed to meet the longer-term brand and marketing objectives of a company.

Keywords

Acknowledgements

The authors would like to thank Dr Richard Burns for his assistance with preparation of this article.

Citation

Vance, L., Raciti, M.M. and Lawley, M. (2016), "Beyond brand exposure: measuring the sponsorship halo effect", Measuring Business Excellence, Vol. 20 No. 3, pp. 1-14. https://doi.org/10.1108/MBE-07-2015-0037

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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