• norsk
    • English
  • English 
    • norsk
    • English
  • Login
View Item 
  •   Home
  • Handelshøyskolen BI
  • Articles
  • Scientific articles
  • View Item
  •   Home
  • Handelshøyskolen BI
  • Articles
  • Scientific articles
  • View Item
JavaScript is disabled for your browser. Some features of this site may not work without it.

Does Sponsorship Work in the Same Way in Different Sponsorship Contexts?

Olson, Erik L.
Journal article, Peer reviewed
Thumbnail
View/Open
Olson_EJM_2010.pdf (121.6Kb)
URI
http://hdl.handle.net/11250/93496
Date
2010
Metadata
Show full item record
Collections
  • Scientific articles [1710]
Original version
European Journal of Marketing, 44(2010)1/2: 180-199   http://dx.doi.org/ 10.1108/03090561011008664
Abstract
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.
Description
This is the author’s final, accepted and refereed manuscript to the article
Publisher
Emerald
Journal
European Journal of Marketing

Related items

Showing items related by title, author, creator and subject.

  • 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 ...
  • Should we keep our heads down? The effect of one-sided and two-sided articulations in controversial sponsorships 

    Zadorozhnyaya, Elena; Falk, Malin Emilia (Master thesis, 2018)
    One of the fundamental characteristics that differ a successful sponsorship from a failed one is its ability to not only create a desired corporate image for the target audience but also tap into their psychology. Ideally, ...
  • Can sponsorships connected to transgender cause be beneficial? The Impact a Controversial Statement made by a Sponsored Athlete has on a Sponsor’s Brand Judgments 

    Smedsrud, Trym Gjerstad; Dunseth, Martin (Master thesis, 2020)
    This study examines the effect of a sponsored athlete's controversial statement about M-W transgenders competing in women’s sports has on a sponsor’s brand judgment. A conjoint analysis was executed to investigate the ...

Contact Us | Send Feedback

Privacy policy
DSpace software copyright © 2002-2019  DuraSpace

Service from  Unit
 

 

Browse

ArchiveCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsDocument TypesJournalsThis CollectionBy Issue DateAuthorsTitlesSubjectsDocument TypesJournals

My Account

Login

Statistics

View Usage Statistics

Contact Us | Send Feedback

Privacy policy
DSpace software copyright © 2002-2019  DuraSpace

Service from  Unit