Does Sponsorship Work in the Same Way in Different Sponsorship Contexts?
Journal article, Peer reviewed
Permanent lenke
http://hdl.handle.net/11250/93496Utgivelsesdato
2010Metadata
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- Scientific articles [1334]
Originalversjon
European Journal of Marketing, 44(2010)1/2: 180-199 http://dx.doi.org/ 10.1108/03090561011008664Sammendrag
Research Paper
Purpose
The development of a comprehensive model of high-level sponsorship effects that works well in both sports and cultural sponsorship contexts.
Design/Methodology/Approach
The sponsorship model is tested using survey data from target market representative samples in two professional sports contexts and two cultural contexts.
Findings
The model works almost equally well in both contexts. Furthermore, a more parsimonious mediated effects model provides virtually the same results as the full model. Improving attitude towards the sponsorship and object equity are found to be the most important factors for improving sponsor equity. The model also confirms earlier research on the importance of sponsor sincerity and sponsor-object fit in determining sponsorship effects.
Research Limitation
The explained variance of the sincerity and object equity constructs was not as high as for other constructs in the model.
Practical Implications
Sponsorship managers should pre-test potential objects and sponsorship communications to make sure that constructs in the model such as fit, sincerity, sponsorship attitudes, and object equity are maximized to provide optimal sponsor equity.
Value
The model combines constructs from various literatures into a comprehensive model of high-level sponsorship effects. Furthermore, while most previous sponsorship research have used convenience samples and/or fictional and/or single sponsorship contexts, the comprehensive model tested here is shown to have high external validity by its consistently good performance in predicting sponsorship effects using four real sponsorships and representative samples.
Beskrivelse
This is the author’s final, accepted and refereed manuscript to the article
Utgiver
EmeraldTidsskrift
European Journal of MarketingBeslektede innførsler
Viser innførsler beslektet ved tittel, forfatter og emneord.
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Cross-controversial athlete sponsorships: How controversiality of the brand or the athlete affect consumers’ attitudes toward the sponsorship and brand image.
Elnæs, Katharina Søhus; Skui, Marte Stensrud (Master thesis, 2020)agreements have been a frequently used strategy employed by many companies as a marketing communication tactic for a long period of time. There exists an enormous amount of research on the topic, primarily focusing on ... -
Sponsor memorisation: the influence of sponsorship congruence re-examined from an encoding flexibility perspective - Mémorisation des parrains: l’influence de la congruence du parrainage réexaminée à l’aide du modèle de flexibilité de l’encodage
Trendel, Olivier; Warlop, Luk (Journal article; Peer reviewed, 2013)Most prior studies obtained that a congruent sponsorship leads to higher sponsor awareness. The experiment conducted here shows that a brand is better identified following an incongruent sponsorship. Moreover, when the ... -
The practical use of CSR and sponsorship in Norway
Kristensen, Linn-Birgit Kampen (Master thesis, 2015-08-07)The current research investigates the evolution of sponsorships and corporate social responsibility (CSR) in Norway. A qualitative approach of grounded theory has been used, and the research has a total of eight respondents ...