Sponsorships Archives - Page 3 of 4 - motorsports.sponsoredproperties.com

motorsports.sponsoredproperties.com > Blog > Sponsorships > Page 3

The Influence Of Brand Preference On Brand Image Transfer: A Research On Brand Event Congruity In Sponsorships

August 5, 2020January 4, 2018 by admin

ABSTRACT

Despite the growing attention for sponsorships, few studies have focussed on brand image issues. This article reports findings of an experimental research in which participants assessed the degree to which an event’s image associations were transferred to a brand through event sponsorships.

Results indicated that congruent sponsorships enhance image transfer, as opposed to incongruent sponsorships. This interaction effect was moderated by brand preferences. Participants with weak brand preferences ranked highest on brand image transfer in the incongruent condition, whereas participants with strong brand preferences were more likely to engage in image transfer when they were exposed to congruent brand – event sponsorship. The latter group ranked lowest on brand image transfer in the incongruent condition. The research utilizes a 2 x 2 factorial design where two variations of brand –

Managing A Sponsored Brand

August 5, 2020January 4, 2018 by admin

Abstract The congruence or fit between a sponsored brand and sponsoring firm is a central tenet of sponsorship research. The influence of such congruence on the sponsored brand however, has received scant attention. This question is important because the strength of a sponsored organisation’s brand equity is the basis for many sponsorship alliances. The two experiments undertaken in this paper empirically evaluate the dynamic effect sponsor portfolio congruence has on perceptions of the sponsored organisation’s brand equity. The results of Study 1 indicate sponsor incongruence is particularly detrimental to the brand equity of the sponsored organisation at the title sponsor level. Study 2 shows this adverse effect can be attenuated by increasing the number of congruent sponsors at the presenting level. The second study also provides support for nationality as a salient congruence dimension in an international sporting context. Implications of these findings are discussed.

Facilitating Sponsorship Channels in the Business Model of Motorsports

August 5, 2020January 3, 2018 by admin

ABSTRACT

The business model of motorsports has evolved to prominently feature corporate sponsorship as a B2B exchange mechanism in both the supply and marketing channels. As a result, racing series managers and teams are often simultaneously positioned as a buyer and seller in relation to their corporate sponsors. The sustainability of this business model rests with the propensity for motorsports organizations to consistently deliver value to both B2C and B2B firms and minimize potential role conflicts. This research highlights how actors in Formula One and NASCAR serve as channel facilitators to connect buyers and sellers within the motorsports sponsorship network.

INTRODUCTION

In the marketing of motorsports, racing series management and team organizations represent two key producers. In collaboration with various other channel members, these two entities produce a sports and entertainment product that is attractive to a large consumer audience

The Art Of Sponsorships

August 5, 2020January 2, 2018 by admin

The practice of a business giving money to another company in return for advertising at an event, location, or program is called a sponsorship. The overwhelming need for money in the park and recreational field has necessitated the importance to know how to find and keep sponsors. The presenter, Robert Villegas, with an understanding of how important funding is for recreation programs but also how tragically scarce it often is, stressed in this session how mutually beneficial a sponsorship can be for both the manager and the sponsor.

Leveraging Sponsorships on the Internet: Activation, Congruence, and Articulation

August 4, 2020December 28, 2017 by admin

ABSTRACT

This paper considers how the Internet can be used to leverage commercial sponsorships to enhance audience attitudes toward the sponsor. Definitions are offered that distinguish the terms leverage and activation with respect to sponsorship linked marketing; leveraging encompasses all marketing communications collateral to the sponsorship investment, whereas activation relates to those communications that encourage interaction with the sponsor.

Media Effect In Commercial Sponsorship

August 4, 2020December 28, 2017 by admin

Abstract

Various elements of brand identity contribute to brand image development; however, the role of marketing communications is particularly important in achieving brand image effects. In the case of advertising, two separate elements of communications, a message and a medium, combine to deliver particular brand image values. In the case of sponsorship both the message and media elements are not separate, but are inextricably linked and imagery is delivered by association with particular activities and events. Presents the result of focus group research which sought to examine the images transferred by different categories of sponsorship, i.e. sports and arts. The results show that goodwill, which is generated amongst consumers as a result of corporate sponsorship involvement, varies by sponsorship category. The results have important implications for sponsorship managers in terms of the choice of sponsorship category and the manner in which sponsorship investments are leveraged.

The Value of Winning in Motorsports: Sponsorship-Linked Marketing

August 4, 2020December 27, 2017 by admin

Corporate sponsorship of events, especially sports, has become a commonplace marketing communications tool. Still at question in sponsorship-linked marketing programs is the economic value of the firm. Also largely unexamined in marketing research on sponsorship is the impact of participation outcomes. For example, is it more valuable to the firm to sponsor a winner, or is it simply participation and. thus, exposure that brings value to the firm? This study presents an anaiysis of the share-price impact of sponsoring the drivers in the Indianapolis 500 mile race to assess the value of motorsports victories and participation within a firm's sponsorship-linked marketing strategy. This approach allows the use of historical data in the analysis of the value of sponsorship. While the findings of the study suggest that autoracing sponsorships involving products that are not closely linked to the automotive industry...

Potential Negative Outcomes From Sponsorship For a Sport Property

August 4, 2020December 25, 2017 by admin

Sponsorship funding has become a staple source of revenues for many sport events, but there are two types of potentially negative outcomes for properties that may be associated with it: operational risk and reputational risk. Operational risk occurs when sponsors insist on changing the rules or format of the event, or when they exercise undue influence on its content, timing, location or participants. The primary source of reputational risk is increased public sensitivity to the negative health impacts of some product categories, most prominently those of tobacco, alcohol, gambling and products that are high in fat, salt or sugar that may make it contentious for a sport property to partner with companies in these product classes. Similar controversy from public sensitivity may emerge around issues of corporate social responsibility, as expectations grow

Risk Management in Sports Sponsorship

August 4, 2020December 25, 2017 by admin

Abstract

Sports sponsorship, a new form of corporate marketing, has become a major source of funding for sports teams and events.

As an entrepreneurial activity, sports sponsorship entails a degree of risk for the company which, like all enterprise risks, must be managed and controlled using effective, efficient programmes that analyse and assess the potential impact on the company’s finances and reputation, thereby allowing the sponsor to take steps to avoid or mitigate such risks.

Corporate Sponsorship in Culture – A Case of Partnership in Relationship Building and Collaborative Marketing by a Global Financial Institution and a Major Art Museum

August 3, 2020December 24, 2017 by admin

ABSTRACT

Purpose

This paper examines cultural sponsorship from a partnership and relationship marketing perspective. It studies a case of how a partnership between two international institutions, a bank and a museum, adds value to both in terms of interaction with customers and breadth of audiences. The paper further points to key aspects of resource integration in a co-marketing partnership.

Design | Methodology

he data were generated through an in-depth case study of a sponsorship collaboration between a major global financial institution (UBS) and a multi-site major museum (Guggenheim). The primary sources of data were interviews with key representatives over a 12-month period and direct observations....

Measuring Sponsorship Effects On Consumer Purchasing Intentions

August 3, 2020December 24, 2017 by admin

Abstract

In this paper the role of sponsorship in achieving the managerial goals of a firm is studied. In addition, it is examined whether sponsorship can be attributed to the Public Relation Theory and Practice. A survey is conducted and a questionnaire was distributed to consumers living in Athens in order to examine whether firms, which use sponsorship as a strategic tool aiming to form relationships with the consumers, actually achieve their goal. The questionnaires which were distributed to the consumers were statistically processed using SPSS. Various aspects which may affect a firm’s managerial decision in undertaking sponsorships are analyzed. The obtained results are also used to investigate whether there is a connection between the organizational goals (related to sponsorship) and consumers’ behavioral/purchasing intentions.

An Investigation of Sport Sponsorship Antecedents and Outcomes through Levels of Sponsor Prominence

August 3, 2020December 22, 2017 by admin

Abstract

Currently, global sportsponsorship is a multi-billion dollar industry that continues to show strong year-to-year growth (IEG, 2016). Additionally, the current body of sport sponsorship literature has reported the effects of salient attitudinal and behavioral constructs on sponsorship effectiveness. For example, previous studies have indicated that the perceived sincerity and attitude toward a sponsor do positively effect a consumer's behavioral intentions toward a sponsor (Speed &Thompson, 2000; Biscaia, Correia, Rosado, Ross, and Marco,2013). Therefore, the purpose of this study is to measure consumer attitudes and behavioral intent toward sponsor, through experimental design, when exposed to one of three hypothetical sponsorship scenarios. The hypothetical sponsors were classified by their level of national market prominence (e.g. national, regional, or local) and participants completed an online survey containing salient attitudinal and behavioral constructs. The final sample size was 1162 and were recruited through Amazon Mechanical Turk. The final MIMIC model exhibited data-model fit very well. Results indicated that local sponsors, when covered by a hypothetical sponsor’s level of national market prominence,were the best predictor of consumer attitudes and behavioral intent.

Sports Sponsorship Effectiveness Investigating Awareness, Sponsor Equity and Efficiency

August 3, 2020December 10, 2017 by admin

1.1 Introducing the Sponsorship Market

Over the last decades sponsorship has evolved from a merely philanthropic activity to a popular marketing vehicle and consequently budgets have been rising (Nufer & Bühler, 2010). In the current sponsorship market million-dollar contracts are the rule rather than the exception. The majority of sponsorship investments is in the area of sports, such that sponsorship and media rights are the “main engines” of growth and professionalism in the global sports market (PricewaterhouseCoopers, 2011, p.4). In particular Pricewaterhouse Coopers (PwC) projects a worldwide increase in spending on sports sponsorship to $45.3 billion in 2015 (PricewaterhouseCoopers, 2011). Sponsorship managers recognize the commercial value of associating their business with a well-known and beloved property. They hope to achieve a multitude of objectives, including brand equity and customer relations goals, through sponsorship. Yet in the current difficult economic situation, marketing investments, including sponsorships, are under increased scrutiny such that “companies that are signing new or re-signing deals are showing...