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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

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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…

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…

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

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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

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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

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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

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Article
Publication date: 22 March 2021

Joe B. Cobbs, Jonathan A. Jensen and B. David Tyler

A sponsorship performance cycle of business-to-business (B2B) exchange is conceptualized, where distinct types of resources are invested by sponsoring firms into sponsored…

Abstract

Purpose

A sponsorship performance cycle of business-to-business (B2B) exchange is conceptualized, where distinct types of resources are invested by sponsoring firms into sponsored properties and the competitive success of those properties enhances returns to sponsors. While the latter return channel in this cycle is well-documented, the former investment channel has remained opaque. Recognizing this empirical missing link, this paper aims to illuminate the investment channel through a longitudinal analysis.

Design/methodology/approach

Based on 50 years of Formula One (F1) team and sponsor alliances, this study models the effects of three different sponsorship categories on team performance in the annual F1 constructors’ championship.

Findings

The results demonstrate that each incremental sponsor offering performance-based resources is associated with four additional team points in the championship, controlling for factors such as past success and team experience. Conversely, sponsors offering access to financial or operational resources have no competitive impact. This performance-based sponsor effect is illustrated in models of the current and following seasons.

Research limitations/implications

In combination with related literature, this study substantiates a complete sponsorship performance cycle in the motorsports context.

Practical implications

The findings contribute an empirically-based strategy for sustainable sponsorship support that emphasizes acquisition of performance resources in the business-to-business exchange over operational or strictly financial alternatives.

Originality/value

While scholars have discerned that sponsors invest heterogeneous resources into sponsored properties, and the competitive success of those properties can enhance returns to sponsors, this study demonstrates that particular resources invested by sponsors are related to the property’s competitive success.

Details

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

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Article
Publication date: 23 February 2021

Manuel Alonso Dos Santos, Maria Huertas-Serrano, Manuel J. Sánchez-Franco and Eduardo I. Torres-Moraga

The academic literature debates the desirability of sponsoring alcohol products at sporting events, a discussion that increases as major sporting events approach. This…

Abstract

Purpose

The academic literature debates the desirability of sponsoring alcohol products at sporting events, a discussion that increases as major sporting events approach. This study aims to examine the influence that sponsorship of an alcoholic product such as beer has on the sports spectator, and the level of efficacy with respect to congruent, alcohol, and incongruent sponsorship.

Design/methodology/approach

The experiment was performed on 180 subjects considering three variables 3 × 3 × 2 (congruency type vs alcohol; sport discipline; placement). The experiment consisted of exposure to sponsored sports posters. Visual attention was recorded through eye tracking and then a self-reported questionnaire.

Findings

Through an experiment using eye tracking the results showed that the recall variable is higher among alcohol sponsorships and incongruent sponsorship, but it cannot be concluded either that the intention to buy or the attitude toward the brand differ among the sponsorships analyzed.

Practical implications

Alcohol brand is perceived as an incongruous brand in the context of sports sponsorship. Congruent sponsors attract more attention and recall, but no differences in terms of intention to buy. If purchase intent and consumption does not increase, perhaps sports sponsorship by alcohol brands should be reconsidered.

Originality/value

This research makes at least three relevant contributions to the scientific literature. (1) It examines the response to sponsorship in the media of the sports poster. (2) It analyses the consumer's response using neurophysiological means and provides new indicators in this area and (3) It compares performance indicators such as purchase intent, recall and brand attitude for alcoholic and non-alcoholic brand sponsors. These contributions could introduce new information about sponsorship performance.

Details

British Food Journal, vol. 123 no. 7
Type: Research Article
ISSN: 0007-070X

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Book part
Publication date: 23 May 2016

Lee Pugalis, Jenny Davidson, Fraser McLeay and Anna Round

Public entrepreneurship is increasingly being propounded as a key means of ‘doing more with less’ during the tough times associated with successive rounds of neoliberal…

Abstract

Purpose

Public entrepreneurship is increasingly being propounded as a key means of ‘doing more with less’ during the tough times associated with successive rounds of neoliberal restructuring and austerity. The primary aim of this chapter is to provide a critical-exploratory review of sponsorship – a disruptive interjection or particular form of public entrepreneurship.

Methodology/approach

Public entrepreneurship provides a useful theoretical frame for exploring some emergent ways of delivering public services in a post-Credit Crunch global operating environment. Empirical insights are derived from a single local authority in the United Kingdom.

Findings

There is a widespread concern that straitened economic conditions can engender the prevalence of short-term financial considerations at the expense of other objectives. Sponsorship, as a discrete form of public entrepreneurship in some circumstances has the potential to achieve multiple objectives, enriching public value. However, this is contingent of specific contextual factors.

Practical implications

By identifying some risks associated with disruptive interjections intended to open new paths for the sponsorship of public services as well as indicating some opportunities for risk reduction, it is hoped that our analysis may benefit public authorities when they are exploring or evaluating sponsorship ‘opportunities’.

Originality/value

Examining sponsorship through a public entrepreneurship conceptual frame has received limited research attention. Whether sponsorship is a ‘winning solution’ is contingent on the particular form of sponsorship as well as the specific time and place.

Details

New Perspectives on Research, Policy & Practice in Public Entrepreneurship
Type: Book
ISBN: 978-1-78560-821-6

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Book part
Publication date: 6 August 2020

Terry Eddy, Sarah Gee and Lamar Reams

Purpose: The purpose of the study was to gain insight into fans' perceptions, attitudes and behavioural responses toward their favourite college football team in the…

Abstract

Purpose: The purpose of the study was to gain insight into fans' perceptions, attitudes and behavioural responses toward their favourite college football team in the context of a new beer sponsorship agreement. Specifically, the chapter examines differences in fans' attitudes and behaviours based on their gender, team identification and drinking habits.

Design/methodology/approach: A quantitative, cross-sectional survey design was employed. The sample was comprised of Amazon Mechanical Turk (MTurk) workers who self-identified as college football fans. A hypothetical scenario was used as a manipulation, whereby participants were asked to imagine their favourite college football team had entered into a new alcohol sponsorship agreement while completing a questionnaire.

Findings: Highly identified fans exhibited more positive attitudes and behaviours after being presented with the hypothetical scenario than less identified fans. In terms of gender, female fans had increased attitudes toward sponsorship compared to males, and highly identified females had the most positive attitudes and behavioural intentions toward their favourite teams of any of the four subgroups in the study.

Research limitations/implications: The small sample sizes of some fan subgroups affected statistical power, which may have led to falsely insignificant findings. The range of favourite teams among the participants (50 universities) meant there was likely a high degree of variation between fans' previous experiences with beer/alcohol at college sport venues.

Originality/value: The study offers valuable insight into the intersection of sport fandom and gender in the context of alcohol sponsorship in US college sport, and is also among the first investigations of the effects of team identification on perceptions toward alcohol sponsorship.

Details

Sport, Alcohol and Social Inquiry
Type: Book
ISBN: 978-1-78769-842-0

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