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Article
Publication date: 1 June 2000

Nigel Currie

Sponsorship as a marketing tool is developing and growing quicker than any other marketing discipline. Increased media opportunities, in particular the Internet and…

Abstract

Sponsorship as a marketing tool is developing and growing quicker than any other marketing discipline. Increased media opportunities, in particular the Internet and Digital TV and sponsorship's unique ability to transcend borders and cultures have greatly increased its standing. The Internet and the development of WAP phone technology will enable the vital link between desire and purchase among customers to be considerably strengthened. The new technology will also improve the ability to accurately measure the results of sponsorship in terms of increased sales.

Details

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

Keywords

Article
Publication date: 1 June 1997

Myung‐Soo Lee, Dennis M. Sandler and David Shani

Sponsorship has seen a rapid growth in recent years in both the dollars devoted to it and its prominence as a legitimate element of a company’s promotional mix. As…

11747

Abstract

Sponsorship has seen a rapid growth in recent years in both the dollars devoted to it and its prominence as a legitimate element of a company’s promotional mix. As traditional media have become more expensive and cluttered, sponsorship is viewed as a cost‐effective alternative. As an element of the promotional mix, sponsorship has been a stepchild when it comes to a careful understanding of how it works and its effect on consumers. While the promotional element of advertising has been carefully researched, sponsorship has rarely undergone systematic study. It is usually mentioned as “war stories” of specific examples which worked well for a company. Discusses the definitional dilemma of sponsorship, and proposes a revised definition. As a step towards better understanding the effects of sponsorship on consumers, develops and empirically tests scales for three attitudinal constructs: attitude towards the event; attitude towards commercialization; and attitude towards behavioural intent. Results show that the three constructs consistently appear across three global sports events. Discusses future research agenda and managerial implications.

Details

International Marketing Review, vol. 14 no. 3
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 1 October 2005

Reinhard Grohs and Heribert Reisinger

This paper identifies factors that support and hinder image transfer in sports sponsorships. It develops a framework of drivers of image transfer and tests the proposed…

1406

Abstract

This paper identifies factors that support and hinder image transfer in sports sponsorships. It develops a framework of drivers of image transfer and tests the proposed hypotheses empirically at a large sporting event with a number of different sponsors. The results suggest that event-sponsor fit has a positive impact and is the main driver of the strength of image transfer. Event involvement also positively affects image transfer, but the magnitude of this effect is lower. Sponsorship exposure does not have a significant influence. However, there is an interaction between event-sponsor fit and sponsorship exposure, indicating that higher exposure leads to an increased image transfer if the fit between event and sponsor is high. Implications of results for the choice and design of sport sponsorships are discussed and further areas of research identified.

Details

International Journal of Sports Marketing and Sponsorship, vol. 7 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 1 April 1992

Hazel T. Suchard and Don Scott

This paper details the major results of a survey of Australian companies using sponsorship. Numerous factors relating to the perceived value of the use of sponsorship and…

Abstract

This paper details the major results of a survey of Australian companies using sponsorship. Numerous factors relating to the perceived value of the use of sponsorship and the methodology employed in its use, are examined. The paper concludes that while some Australian companies are sophisticated users of sponsorship, there are still a number of companies which can improve their usage.

Details

Management Research News, vol. 15 no. 4
Type: Research Article
ISSN: 0140-9174

Article
Publication date: 1 September 1999

Martin Horn and Karen Baker

Abstract

Details

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

Keywords

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: 15 July 2022

Konstantinos Koronios, Alkis Thrassou, Lazaros Ntasis and Georgia Sakka

Despite the fact this is already known over how sports spectators interpret sponsorship content, less is known about participants’ sentiments toward sponsors, which are…

Abstract

Purpose

Despite the fact this is already known over how sports spectators interpret sponsorship content, less is known about participants’ sentiments toward sponsors, which are sometimes crucial to the survival of participation sporting events. Various researchers have examined at how spectators recognize or recall sponsors, but very few have explored it from the viewpoint of sport participants. This research portrays a shift in focus from spectator-based to participant-based marketing by studying the differences over how participants and spectators perceive sport sponsorship, recognizing the current knowledge gap regarding the process of sponsorship in participant-based sports. Sponsorship previous research has focused on the effectiveness of sport sponsorships utilizing variables such sponsor recognition, desire to sponsors’ products and anticipated sponsorship advantages (Koronios and Dimitropoulos, 2020). The examination of sport sponsorship from the standpoint of the sport spectator is something that many of the past studies have in common. The application of past research analysing sport sponsorship from a distinct perspective: that of the sport participant, distinguishes the present study. In addition, the present study explores the distinctions in sponsorship effectiveness between spectators and participants, a topic which hasn't been addressed at before in sponsorship literature.

Design/methodology/approach

This study depicts a move away from spectator-based to participant-based marketing, utilizing contemporary implicit physiological variables to measure participants’ and spectators’ awareness of and attitude toward sponsors, and it proposes a model of their purchase intentions toward real sponsors of a martial event. A total of 1,332 questionnaires were collected and analysed.

Findings

Factors such as sport involvement, social media use, sincerity and beliefs of sponsorship were found to have a significant effect on purchase intention of spectators and participants. And crucial differences in the significance of various antecedent factors between spectators and participants were detected in the formation of positive purchase and word-of-mouth intentions.

Originality/value

This paper gives prominence to contemporary methodological advances in the field of implicit social cognition and their relevance to sponsorship. This is the first sponsorship research which examines the effectiveness of sponsorship variables under the implicit–explicit variables dichotomy.

Details

EuroMed Journal of Business, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1450-2194

Keywords

Article
Publication date: 5 July 2022

Harindranath R.M. and Bharadhwaj Sivakumaran

The main purpose of this research is to investigate the influence of promotional inputs presented to salespeople, such as continuing medical education (CME) sponsorship

Abstract

Purpose

The main purpose of this research is to investigate the influence of promotional inputs presented to salespeople, such as continuing medical education (CME) sponsorship and drug samples, on adaptive selling and sales performance.

Design/methodology/approach

This study used a mixed-methods approach. First, depth interviews were done and this was followed by a survey on 247 pharmaceutical executives in India. Data analysis was done using AMOS, Process Macro and floodlight analysis.

Findings

Results showed that CME sponsorship and drug samples drove adaptive selling and sales performance positively. Additionally, results reveal that CME program sponsorship negatively moderated the adaptive selling–sales performance relationship; free drug samples too negatively moderated this relationship.

Practical implications

Firms may hire salespersons with high customer orientation and adaptive selling and train them hone these further. The present research also crucially suggests that pharma firms may allocate CME sponsorship and drug samples to salespeople low on adaptive selling.

Originality/value

This could be the first study, to the best of the authors’ knowledge, that uses promotional inputs (such as CME sponsorship and drug samples) as an antecedent to adaptive selling and sales performance. Moreover, this is the only research that has tested CME sponsorships and drug samples as moderators to customer orientation–adaptive selling and adaptive selling–sales performance.

Details

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

Keywords

Article
Publication date: 26 May 2022

Jakeun Koo, Janet S. Fink and Younghan Lee

The present study aims to examine whether event size has a significant impact on consumers' perceptions of goodwill. In the relationship between event size and perceived…

Abstract

Purpose

The present study aims to examine whether event size has a significant impact on consumers' perceptions of goodwill. In the relationship between event size and perceived goodwill, sponsorship duration and sponsor-event congruence are tested as moderating variables.

Design/methodology/approach

This study conducts an experiment with a 2 × 2 × 2 between-subjects factorial design.

Findings

The results show the main effects of event size on perceived goodwill, and the moderating effects of sponsorship duration and sponsor-event congruence in the relationship between event size and perceived goodwill. Also, regression analyses test the relationships among the dependent variables including perceived goodwill, attitudes toward the sponsor, and purchase intentions.

Originality/value

Marketing practitioners may discover the merits of a corporation sponsoring local events at lower costs, and the importance of duration and congruency.

Details

Marketing Intelligence & Planning, vol. 40 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 14 June 2022

Yi Bu, Joy Parkinson and Park Thaichon

This study aims to investigate the relationships between sponsorship disclosure, influencer type and audience value co-creation behaviour in influencer marketing.

Abstract

Purpose

This study aims to investigate the relationships between sponsorship disclosure, influencer type and audience value co-creation behaviour in influencer marketing.

Design/methodology/approach

This study explores audience value co-creation behaviour in influencer marketing through sponsorship disclosure and influencer type using a 3 (sponsorship disclosure: explicit vs implicit vs no disclosure) × 3 (influencer type: micro vs meso vs macro) factorial between-subjects design.

Findings

This study finds that the influence of explicit disclosure on audience value co-creation behaviour (participation behaviour and citizenship behaviour) is greater than when that information is either implied or not disclosed. Likewise, the influence of macro-influencers on audience participation behaviour is higher than that of micro-influencers and meso-influencers. The findings also show that the interaction effect between influencer type and sponsorship disclosure significantly impacts audience participation behaviour.

Originality/value

This study introduces value co-creation behaviour into influencer marketing and expands research on sponsorship disclosure and influencer type. The study further enriches the value co-creation behaviour antecedent research in influencer marketing.

Details

Marketing Intelligence & Planning, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0263-4503

Keywords

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