Integrated Marketing Communications and Market Planning

Anantachart, Saravudh

doi:10.1300/j057v11n01_07

Cited by 32 publications

(34 citation statements)

References 12 publications

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“…Brand equity is not built in the short-term (Anantachart, 2005) and therefore building brand equity through sponsorship implies the need for a long-term commitment. Nickell et al (2011) posit that the longer the relationship between a sponsor and a sponsored property, the stronger will be both consumer affect and connation towards the sponsoring brand.…”

Section: Literature Review and Development Of Hypothesesmentioning

confidence: 99%

An empirical assessment of factors affecting the brand-building effectiveness of sponsorship

Donlan

2014

Sport, Business and Management: An International Journal

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Purpose – The purpose of this study is to assess, in two different live sponsorship environments, the contribution of sponsorship to consumer-based brand equity. Design/methodology/approach – The study adopts a quantitative survey methodology, employing self-administered questionnaires at two UK sporting events (athletics and cricket). To isolate the impact of sponsorship, questionnaires were also distributed to comparison sample groups not exposed to the sponsorship activities. The elements of consumer-based brand equity are operationalized in line with Aaker's (1996) brand equity measurement tool. Findings – Sponsorship can be an appropriate vehicle through which to build consumer-based brand equity; however brand-building success is not guaranteed and is subject to a range of factors impacting upon particular sponsorships, including strength of the sponsor-event link, leverage activities and clutter. The most successful sponsorship displayed marked contributions to building brand associations, perceived quality and brand loyalty. However, the presence of sponsorship clutter in particular was found to impact negatively upon the perception of quality transferred to a brand through sponsorship. Research limitations/implications – The use of live event settings limits the ability to tightly control all variables; therefore replication of this study using experimental methodologies is recommended. Nonetheless, findings indicate managers should consider the above mentioned contextual factors when selecting sponsorships in order to maximize sponsorship success. Originality/value – This study explores the contribution of sports sponsorship to consumer-based brand equity in live sponsorship settings, addressing concerns over the generalizability of previous experimental studies. Equally, this study compares the brand equity-building effectiveness of sponsorship for two sponsors, which differ on a range of contextual factors that impact upon sponsorship success.

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Section: Literature Review and Development Of Hypothesesmentioning

confidence: 99%

An empirical assessment of factors affecting the brand-building effectiveness of sponsorship

Donlan

2014

Sport, Business and Management: An International Journal

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“…Awareness establishes a brand node in memory, to which a range of associations can subsequently be connected. One way of establishing these associations is through brand communications, which can impact on brand equity by influencing consumers' memory structures in relation to brands (Anantachart, 2005). Many types of information can become linked in memory to a brand, including images, thoughts, feelings and attitudes.…”

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confidence: 99%

The Role of Brand Knowledge in Determining Sponsorship Effectiveness

Donlan

2013

Journal of Promotion Management

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Using the theoretical framework of consumer-based brand equity, this paper reports findings from a cross-sectional survey, measuring the comparative brand-building effectiveness of sponsorship for new and established brands. Results suggest that sponsorship is capable only of building awareness for new brands, while for an established brand, sponsorship exposure is found to impact positively on brand associations, perceived quality and brand loyalty. The need for an underlying level of brand knowledge for image transfer to occur is proposed, suggesting that the brand-building role of sponsorship is one of reinforcement, rather than creation. The findings have practical implications relating to sponsorship selection.

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“…Mientras la "comunicación con una sola voz" se basa en una sola estrategia de posicionamiento de marca (Grove et al, 2002;Anantachart, 2004), las "comunicaciones de marketing coordinadas" engloban varios posicionamientos (Nowak y Phelps, 1994) para alcanzar públicos distintos (Rapp y Collins, 1990). Ambas suponen la integración estratégica a través de las campañas de comunicación a nivel global, mientras que las "comunicaciones integradas" más bien se refieren a la integración táctica dentro de una herramienta de comunicación, particularmente la publicidad (Grove et al, 2002;.…”

Section: Revisión De Literaturaunclassified

“…Desde los años '90, la integración de comunicaciones se ha convertido en un tema central (Cornelissen y Lock, 2000) y después de casi veinte años de investigación y debate, sigue siendo un tópico de gran interés y relevancia para los académicos y prácticos del marketing y de la comunicación (Anantachart, 2004;Grove et al, 2007;Christenesen et al, 2009). …”

Section: Introductionunclassified