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1 – 10 of over 2000Masaki Kudo, Yong Jae Ko, Matthew Walker and Daniel P Connaughton
The purpose of this study was to examine stock price abnormal returns following title sponsorship announcement and event date of NASCAR, the PGA Tour, and the LPGA Tour. For this…
Abstract
The purpose of this study was to examine stock price abnormal returns following title sponsorship announcement and event date of NASCAR, the PGA Tour, and the LPGA Tour. For this purpose, the authors used event study analysis where the analysis measures the impact that a specific event has on stock prices by comparing actual stock returns to estimated returns (Spais & Filis, 2008). An event study analysis demonstrated that title sponsors for the LPGA Tour and NASCAR garnered significant stock price increases on both the announcement date and the event date. The moderator tests suggested that high image congruence and high-technology related sponsorships assumed a key role in stock price increases.
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Norm O’Reilly, Sameer Deshpande, Guy Faulkner, Amy Latimer, Allana Leblanc, Ryan E. Rhodes, Mark Tremblay and Melissa Werman
Corporations often benefit from associating their brand(s) with a sports property; in some cases, the property is owned or supported by a not-for-profit organization (NFP…
Abstract
Purpose
Corporations often benefit from associating their brand(s) with a sports property; in some cases, the property is owned or supported by a not-for-profit organization (NFP) championing a cause. Title sponsorship of such a sport event has received limited research attention but is important to a NFP for raising funds and in-kind contributions to support their cause. The purpose of this paper is to investigate title sponsorship of cause-related sport events.
Design/methodology/approach
This research examines the title sponsorship of a cause-related sport event and its effectiveness in relation to the event, the organization, the cause and other sponsors of the NFP. Specifically, this study examines these questions in the context of a specific annual event, Sports Day in Canada organized by ParticipACTION, a national Canadian NFP and whose title sponsor is Royal Bank of Canada (RBC).
Findings
Results show that title sponsorship has significant potential value for the sponsor and the cause, perhaps to the detriment of other (lower tier) sponsors of the event and the NFP.
Originality/value
This research has value to sponsors and cause-related sport events alike. In the case of sponsors, it provides insight into the value of title sponsorship vs other categories of sponsorship, for a brand considering sponsorship of cause-related sport property. For cause-related sport events, the research informs about the importance and possible revenue generation opportunity linked to the title sponsor category.
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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 brand‐web…
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.
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Shanshan Lu, Weiwei Zhu and Jiuchang Wei
This research aims to explore ways to build a corporate media reputation by sponsoring a sports event (i.e. a marathon), by examining the effects of communication intensity, CEO…
Abstract
Purpose
This research aims to explore ways to build a corporate media reputation by sponsoring a sports event (i.e. a marathon), by examining the effects of communication intensity, CEO commitment and cause fit that are most conducive to helping a sponsor gain media reputation benefits.
Design/methodology/approach
An empirical study of 122 Chinese marathon title sponsorships is employed that explores the relationship between sponsorship attributes and media reputation construction from the perspective of cause-related marketing theory. Hypotheses are tested with hierarchical regression and interaction analysis.
Findings
The results show that a high level of sponsorship communication intensity, the proximity of the sponsor to a sport property, the level of CEO commitment and the level of cause fit contribute to the media reputation of enterprise sponsors. Further analysis also reveals the different interaction effects of technical fit and institutional fit in the process.
Practical implications
This research has practical implications related to sport sponsorship management for event organizers and business operators that seek to promote the healthy and dynamic operations of the sponsor market. Several suggestions for future studies and strategies to increase the media reputation benefits can be drawn from the results of this paper. Sports sponsoring is a process of system engineering and strategic planning, and the integration and coordination of various types of resources are needed.
Originality/value
This study advances the current research about the impact of sponsorship attributes on the media reputation of sports sponsors. The differentiation and exploration of the two kinds of cause fit (i.e. technical fit and institutional fit) expand the dimension of fit in the field of sponsorship. Furthermore, this research provides an in-depth understanding of the mechanism that determines the media reputation benefits that sponsors can reap from a property's activities.
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Alexander Edeling, Stefan Hattula and Torsten Bornemann
This study aims at developing and testing a conceptual model that shows the antecedents of the recall of a former sponsorship.
Abstract
Purpose
This study aims at developing and testing a conceptual model that shows the antecedents of the recall of a former sponsorship.
Design/methodology/approach
Primary (n = 1,146) and secondary data from German professional soccer build the empirical base for this research. Multilevel logistic regression is used for data analysis.
Findings
The results show that retroactive interferences in the form of replacement sponsors for the same object reduce the recall of a former sponsorship, while the mere passage of time does not have a significant main effect. To counteract such forgetting, the empirical analysis shows that sponsor managers can influence recall of a former sponsorship positively after sponsorship termination by switching to a lower-level sponsorship for the same object or by engaging in subsequent sponsorships with other congruent objects in the same context.
Research limitations/implications
The focus on one type of sponsorship (sport sponsorship) in one country (Germany) is the main limitation of this research.
Practical implications
The findings of this paper should encourage managers to consider the long-term consequences of sponsorship engagements beyond the duration of the sponsorship contract. Managers can influence the recall of a sponsorship not only prior to and during an engagement, but also after the loss of sponsorship rights.
Originality/value
Previous research on former sponsorships has mainly focused on the phenomenon of former sponsor recall per se, without considering the determinants of the construct. This paper contributes to sponsorship literature by showing that the number of replacement sponsorships, a construct unique to the former sponsorship context, dominates the time since sponsorship ending as the main driver of forgetting. Moreover, it provides managers with new post-sponsorship strategies that help maintaining the recall of a former sponsorship at a high level.
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Inje Cho, Minseong Kim and Kiki Kaplanidou
The purpose of this paper is to examine the relationships between sport team authenticity, fan identity and citizenship behaviors, and how the link between sport team authenticity…
Abstract
Purpose
The purpose of this paper is to examine the relationships between sport team authenticity, fan identity and citizenship behaviors, and how the link between sport team authenticity and fan identity is moderated by sponsor philanthropy.
Design/methodology/approach
A web survey was distributed to baseball fans in an online community in South Korea. A total of 383 valid answered questionnaires were collected and tested with confirmatory factor analysis and structural equation modeling.
Findings
The findings suggested interrelationships between sport teams’ brand authenticity and fan identity and between fan identity and citizenship behavior. This work also confirms the moderating effect of a title sponsor’s philanthropic activities on the relationship between sport team authenticity and fan identity.
Practical implications
A sport team’s effort to maintain authenticity would intensify fan identity levels. Action plans that relate to team’s authenticity among fans are necessary. For example, the team could create a plan for the players to give back to the community by volunteering in community projects with the support of the sponsor. Building a team’s authentic culture with well-integrated philanthropy programs of a title sponsor would benefit the team in sustaining competitive advantages in a market.
Originality/value
The findings contribute to the literature by demonstrating the role of title sponsor’s philanthropic behavior on the sport industry. The relative importance of the team’s authenticity (congruency and fan orientation) for fan identity was increased when the perception of the sponsor’s philanthropy was high.
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Basic research can make the difference between a successful sponsorship association and a significant marketing failure. In this paper, the importance of using benchmarking is…
Abstract
Basic research can make the difference between a successful sponsorship association and a significant marketing failure. In this paper, the importance of using benchmarking is discussed in order to help determine the likely success or failure of any particular sponsorship. It is suggested that between one and two per cent of the total sponsorship budget should be spent on research. The value of such research is demonstrated by a case study of Green Flag's sponsorship of the England national soccer team.
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The purpose of this paper is to investigate the link between sponsorship of professional sport teams and consumers' socially responsible perceptions of a sponsoring brand. More…
Abstract
Purpose
The purpose of this paper is to investigate the link between sponsorship of professional sport teams and consumers' socially responsible perceptions of a sponsoring brand. More specifically, this research investigates if sponsorship of professional sport teams in itself leads consumers to perceive a sponsoring brand as socially responsible, and what factors may produce CSR perceptions and subsequent consumer response.
Design/methodology/approach
An experimental study was conducted to examine the impact of sponsorship of professional sport teams on consumers' CSR perceptions of a sponsoring brand. Further, a field study was used to explore the role of sponsorship fit in generating CSR perceptions.
Findings
The results from the experimental study indicated that brand sponsorship of professional sport teams contributes to the socially responsible image of that brand, and sponsorship fit induces consumers' CSR perceptions of a sponsoring brand. Additionally, the results from the field study identified CSR perceptions as an underlying process driving the effect of sponsorship fit on consumers’ behavioral intentions toward a sponsoring brand. Lastly, the role of team identification was shown as a boundary condition shaping the effects of sponsorship fit.
Practical implications
Brands specifically seeking to create a socially responsible image, thanks to sponsoring a sport team, should consider the importance of perceived fit between their brand and the sponsored sport team as it is a key predictor of CSR perceptions.
Originality/value
This paper provides empirical evidence for the sport sponsorship and CSR perceptions link and sheds light on important predictors for consumer response.
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Claudia Patricia Maldonado-Erazo, Amador Durán-Sánchez, José Álvarez-García and María de la Cruz Del Río-Rama
Sports sponsorship is considered a business strategy that allows for the mutual benefit of both parties; the sponsor achieves to position and make its brand known and those…
Abstract
Purpose
Sports sponsorship is considered a business strategy that allows for the mutual benefit of both parties; the sponsor achieves to position and make its brand known and those sponsored obtain the income required to finance their corporate, marketing and communication objectives. The purpose of this paper is to identify the scientific production on this subject indexed in Scopus.
Design/methodology/approach
In order to fulfill the proposed objective, it is studied and analyzed scientific activity by means of the “Bibliometric Analysis” methodology, using indicators of productivity, dispersion, collaboration and citation. These indicators are applied to a database composed of 484 articles on sports sponsorship.
Findings
The most relevant researchers are identified by using two different criteria, the production and citations received, as well as providing information on which approaches or lines of research on the subject have not been followed or have not been studied in-depth sufficiently.
Originality/value
This is a novel study, since it provides a global view of research carried out in this field at international level.
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Pytrik Schafraad and Joost W.M. Verhoeven
The purpose of this paper is to investigate the effects of a crisis situation in a sports team on the credibility of their sponsor and how the sponsor’s use of various crises…
Abstract
Purpose
The purpose of this paper is to investigate the effects of a crisis situation in a sports team on the credibility of their sponsor and how the sponsor’s use of various crises response strategies may repair the damage done to their credibility.
Design/methodology/approach
A scenario experiment was conducted with a 2 (pre-/post-crisis) × 4 (sponsor response strategy: denial/distancing/rebuild/no response) mixed factor design. Respondents (n=191) were recruited from a research panel.
Findings
The results confirmed the existence of a spill-over effect: the sponsor’s credibility dropped as a result of the crisis. More interestingly, the effects of the crisis on sponsor credibility were moderated by the response strategy of the sponsor: the harm that the crisis did to the sponsor credibility was aggravated by a denial strategy, but somewhat weakened by a diminishing strategy. A rebuild response unexpectedly improved the credibility of the sponsor.
Practical implications
While partnerships in sports can be risky, because crises can be contagious, such partners can also help one another to protect their credibility. Therefore, this study advocates an integral approach of crisis communication. Sponsors may improve their credibility when they frame their contribution to the solution to the problems as an authentic effort to do good.
Originality/value
Starting from an issue arena perspective, this contribution shows how crises in sports teams also affect sponsors and how sponsors can contribute to the restoration of the damaged credibility with suitable responses to the crisis situation.
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