Courting Women Using Sports Marketing: A Content Analysis of the US Open

An investigation of match-up effects in sport sponsorship advertising: The implications of consumer advertising schemas

“…From an applied standpoint, the impact of gender in this study appears to be counterintuitive, given that sports audiences are often male dominated; conversely, the women in this study report significantly more positive reactions to sport sponsorship ads then do men, despite showing no significant pretest differences in stimulus involvement that might otherwise account for such a response (see Table 1). Future research should continue to examine gender-based response differentials across a variety of events to learn more about the implications of using sponsorship to target women (Shani et al, 1992).…”

“…Although the sponsorship of causes is argued to differ strategically from the sponsoring of events (Javalgi et al, 1994), it may be that consumers respond to both in a similar fashion (Cunningham & Taylor, 1995). Much like the questions surrounding involvement effects, however, potential gender-based response differences also represent a relatively unexplored area of sponsorship research (Shani et al, 1992;Tuan Pham, 1992).…”

“…It has been hypothesized that sponsorship is similar to endorser advertising, where the perceived fit between the image of the sponsor and the image of the event influences consumer response (Gwinner, 1997;Keller, 1993). In addition to research on matching effects, others have called for sponsorship research that explores: the influence of involvement (Gwinner, 1997;Heald & McDaniel, 1994;Tuan Pham, 1992); the executional elements involved in the leveraging of sport marketing materials, like sponsorship advertising Burnett et al, 1993); as well as potential gender-based response differentials (Burnett et al, 1993;Shani et al, 1992;Tuan Pham, 1992). Because of their successful application in the study of a similar phenomenon (i.e., endorser advertising) (cf.…”

“…As with research on endorser advertising and advertising schemas, the influence of gender has also been noted as an important area of investigation in consumer response to sport marketing (Burnett, Menon, & Smart, 1993;Shani, Sandler, & Long 1992;Tuan Pham, 1992). For example, Tuan Pham (1992) finds that males have significantly higher sponsor recall than do females.…”

The implications of recency and gender effects in consumer response to ambush marketing

“…Therefore, Meenaghan (1994), along with Cunningham and Taylor (1995), have subsequently called for greater use of alternative designs, and multiitem measures, to extend previous work in this area by comparing the influence of sponsorship and ambushing on such constructs as brand attitude and behavioral intentions. Shani, Sandler, and Long (1992) note that women are becoming an increasingly important target of sport marketing efforts and call for more research on the implications of gender in sponsorship effects. Likewise, Burnett, Menon, and Smart (1993) argue that the differences they find in males and females regarding life-style, attitudes toward media, and media consumption patterns have important implications for sport marketing.…”