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Article
Publication date: 15 March 2013

Abel Tasiyana Kahuni and Jennifer Rowley

The purpose of this article is to explore the corporate brand‐web associated with the TOYOTA F1 Racing Team in order to exemplify existing theoretical discussions of the…

Abstract

Purpose

The purpose of this article is to explore the corporate brand‐web associated with the TOYOTA F1 Racing Team in order to exemplify existing theoretical discussions of the brand‐web concept and contribute to insights towards developing understanding of the structure of the corporate brand‐web and brand relationships.

Design/methodology/approach

A case study analysis of the TOYOTA F1 Racing Team, focusing on brand relationships associated with different levels of sponsorship is presented. The case study analysis is based on desk research.

Findings

The corporate brand‐web of the TOYOTA F1 Racing Team is presented. This portfolio of corporate brands and their relationships can be regarded as a corporate brand meta‐architecture. The study also offers taxonomy of different types of sponsorship‐based brand relationships, and identifies and discusses two key aspects of the relationships between brands, title sponsorship, and network relationships between the corporate brands in the brand‐web.

Originality/value

This article contributes to understanding of the corporate brand‐web and brand relationships in the sponsorship context and demonstrates the complexity of multiple brand relationships, and the need for researchers and practitioners to understand and manage their corporate brand architecture.

Details

Sport, Business and Management: An International Journal, vol. 3 no. 1
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 3 October 2016

Leonard Vance, Maria M. Raciti and Meredith Lawley

Sponsorship can be an effective strategic marketing tool yet it attracts criticism as a corporate indulgence shaped by the personal interests of senior executives. While…

2754

Abstract

Purpose

Sponsorship can be an effective strategic marketing tool yet it attracts criticism as a corporate indulgence shaped by the personal interests of senior executives. While research into the outcomes of sponsorship is extensive, the practices involved in sponsorship selections have been largely ignored. Today, sponsorship selection in large corporations is recommended to be a formal process involving evaluation criteria aligned to corporate policy and strategic priorities. Yet, in reality, corporate culture influences sponsorship selection, as do sponsorship managers’ beliefs about sponsorship types and motivations. The purpose of this paper is to explore sponsorship selection practices and to consider the interplay between corporate culture and sponsorship managers’ beliefs about sponsorship types and their motivations. The findings provide not only new interpretation of the literature but also reveal a detailed picture of sponsorship selection.

Design/methodology/approach

This exploratory qualitative study comprises in-depth interviews with senior sponsorship managers from eight large Australian companies that use sponsorship as a strategic marketing tactic.

Findings

This study concludes that the sponsorship selection process is strongly influenced by corporate culture as well as the sponsorship manager’s beliefs about sponsorship types and their motivations.

Originality/value

This study contributes to the sponsorship management research stream by providing important insights into under-researched factors that influence the sponsorship selection process.

Details

Corporate Communications: An International Journal, vol. 21 no. 4
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 1 April 2008

Matthew Gill

This study approaches corporate sponsorship of sport as identification rhetoric to further understand the relationship created between consumers and corporate sponsors…

Abstract

This study approaches corporate sponsorship of sport as identification rhetoric to further understand the relationship created between consumers and corporate sponsors. The focus is on the corporate sponsorship of the NASCAR (National Association for Stock Car Auto Racing) Sprint Cup Series, examining how sponsorship messages utilise identification tactics. The study finds that messages rhetorically create identification through common ground and unifying symbol strategies between the sponsor and sponsored activity, and between the sponsor and consumer.

Details

International Journal of Sports Marketing and Sponsorship, vol. 9 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 27 November 2018

Huawei Zhu, Qingan Li and Junyun Liao

Firms are now investing heavily in sponsorship, yet much of this sponsorship fails to deliver the expected positive outcomes to firms. This paper aims to address this…

1003

Abstract

Purpose

Firms are now investing heavily in sponsorship, yet much of this sponsorship fails to deliver the expected positive outcomes to firms. This paper aims to address this problem by taking into consideration the nature of corporate sponsorship and the fit between brand image developed by corporate sponsorship and established brand concept.

Design/methodology/approach

Two separate studies were conducted. Study 1 aimed to test the main effect of two types of corporate sponsorship on consumer responses to the brand and the mediating role of brand image perception. Study 2 used a different design to test the moderating effect of brand concept. Data collected from two distinct samples were analyzed using MANCOVA and regression analysis.

Findings

The results from two studies indicated that two types of corporate sponsorship commercial and philanthropic influenced consumer response through varied mechanisms. Specifically, commercial sponsorship increased the competence perception of sponsors and thereby enhances purchase intention, while philanthropic sponsorship promoted brand attitude through strengthening the warmth perception of sponsors. Moreover, the fit between established brand concept and brand image perceptions is critical for consumer responses. That is, warmth perception was more congruent with the self-transcendence brand concept, while competence perception fitted better with the self-enhancement brand concept in increasing consumer responses.

Originality/value

This paper divides corporate sponsorship into commercial and philanthropic sponsorship and investigates the process of achieving fit when conducting corporate sponsorship. More important, this paper adds to the literature by investigating the interaction between brand image produced by corporate sponsorship and original brand concept, which helps to reveal how fit occurs when conducting sponsorship.

Details

Journal of Consumer Marketing, vol. 35 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 1 January 2002

Tony Lachowetz, William A. Sutton, Mark McDonald, Rodney Warnick and John Clark

The purpose of this exploratory study was to identify those corporate sales activities that lead to teams' higher rates of retention of corporate customers. Twenty-two of…

Abstract

The purpose of this exploratory study was to identify those corporate sales activities that lead to teams' higher rates of retention of corporate customers. Twenty-two of 29 National Basketball Association (NBA) teams participated. Teams were categorized based on their success at retaining corporate customers for the three-season period 1998-99 to 2000-01. Key conclusions that led to higher rates of customer retention were: 1) teams having total control over the sale of corporate inventory; 2) corporate sales staff training; and 3) teams understanding that customers needed assistance in the activation of sponsorship programs.

Details

International Journal of Sports Marketing and Sponsorship, vol. 3 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 1 January 2008

Yong Jae Ko, Kyoungtae Kim, Cathryn L Claussen and Tae Hee Kim

This study examined theoretical relationships between key variables of sponsorship effectiveness that include sponsor awareness, corporate image and future purchase…

2533

Abstract

This study examined theoretical relationships between key variables of sponsorship effectiveness that include sponsor awareness, corporate image and future purchase intention. Involvement in the sport of soccer was also examined as a key consumer variable. Results suggested that favourable purchase intentions were more likely to occur when consumers held a positive image of the sponsoring companies and had a high level of sports involvement; and that consumers' sports involvement positively influenced sponsor awareness, corporate image and purchase intention.

Details

International Journal of Sports Marketing and Sponsorship, vol. 9 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 11 October 2011

Joe B. Cobbs

While various scholars have identified relationship marketing objectives as a rationale for sports sponsorship engagement, analytic investigations of the implications of a…

4667

Abstract

Purpose

While various scholars have identified relationship marketing objectives as a rationale for sports sponsorship engagement, analytic investigations of the implications of a relational approach to the corporate sponsorship network have been slow to materialize. The purpose of this paper is to advance the discussion of sponsorship as a means of industrial sports marketing towards a network conceptualization, which can be dissected from both the perspective of the sponsoring firms and that of the sponsored enterprise.

Design/methodology/approach

This paper employs an illustrative case‐based approach to the application of network analysis tools as a means of exploring the relationship marketing dynamics of corporate sponsorship portfolios.

Findings

Several research propositions and applicable network analytics are presented within the context of Formula One racing team sponsorship portfolios. The concepts of network range, density, power, growth, and social capital are explored in regards to their influence on network actors and prospective actors.

Practical implications

Though often neglected in sponsorship research, B2B relational objectives are the focus of this paper, where various evaluative methods are suggested and their dynamic implications illustrated.

Originality/value

By utilizing an international contextual case and explicating several analytic network measures, this research extends the investigation of sports sponsorship beyond the image and awareness‐based objectives that have dominated this area of research. This application of social network analysis to the study of inter‐organizational networks in sport builds on the discussion of sponsorship as a bilateral relationship and advances the dialog towards a broader exploration of corporate sponsors and sport enterprises as network partners.

Details

Journal of Business & Industrial Marketing, vol. 26 no. 8
Type: Research Article
ISSN: 0885-8624

Keywords

Content available
Article
Publication date: 1 September 1999

Tim Berrett and Trevor Slack

Abstract

Details

International Journal of Sports Marketing and Sponsorship, vol. 1 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Content available
Article
Publication date: 1 January 2002

B. Christine Green

Kimmo Lipponen is the Director of Corporate Marketing for Nokia, where he is responsible for global Corporate Sponsorships and Corporate Citizenship programs. Here he…

Abstract

Kimmo Lipponen is the Director of Corporate Marketing for Nokia, where he is responsible for global Corporate Sponsorships and Corporate Citizenship programs. Here he talks to Christine Green of the University of Texas about sponsorship, corporate citizenship strategies, and the linkages among them.

Details

International Journal of Sports Marketing and Sponsorship, vol. 3 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 1 April 2005

Trevor Hartland, Heather Skinner and Alison Griffiths

Sports sponsorship is perceived as important in developing relationships with key clients. However, few companies set relationship marketing objectives when sponsoring…

Abstract

Sports sponsorship is perceived as important in developing relationships with key clients. However, few companies set relationship marketing objectives when sponsoring sports. This paper aims to examine whether sports sponsors are pursuing the right objectives. It concludes that a deeper understanding of the sponsor's relationship marketing objectives could heighten the sponsor's success, thereby reinforcing and sustaining their own relationship with the sponsoring organisation.

Details

International Journal of Sports Marketing and Sponsorship, vol. 6 no. 3
Type: Research Article
ISSN: 1464-6668

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