Sponsorship recall and recognition: The case of the 2007 Cricket World Cup

Boshoff, Christo; Gerber, Charlene

doi:10.4102/sajbm.v39i2.556

Cited by 14 publications

(5 citation statements)

References 19 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…A survey-based approach was followed to collect data from university studentsthe usual followers of cricket in this part of the world. The university students are already taken into account as respondents in previously held studies to investigate cricketing issues (Boshoff and Gerber, 2008). The logical reason behind the selection of university students as sample respondents is the huge chunk of population in these two countries (Pakistan and Sri Lanka) is below the age of 35 yearsprobably among the younger generations of the worldhaving the potential to adopt sports as their career.…”

Section: Data Collection and Samplementioning

confidence: 99%

Blinded by the sand of its burrowing? Examining fans’ intentions to follow one-day cricket on TV with a moderating effect of social influence

Kashif

Fernando

Wijenayake

2019

IJSMS

View full text Add to dashboard Cite

Purpose The purpose of this paper is to investigate the effect of patriotism, nostalgia, drama and excitement of the game, and interest in star players to predict fans’ intentions to follow one-day cricket in near future. Furthermore, social influence is positioned as a moderator to enrich the understanding of fans’ motives to follow one-day cricket. Design/methodology/approach The data are collected by means of a cross-sectional survey conducted among 609 university students enroled in Pakistani and Sri Lankan universities. The collected data are analysed by employing a structural equation modelling procedures to reach meaningful conclusions. Findings The variables of patriotism, nostalgic associations, excitement and drama of the game, and interest in star players are found to positively relate to the fans’ intentions to follow one-day cricket in near future. However, the moderating effects of social influence only moderated with interest in star players, which has practical and theoretical implications. Originality/value The study is an original contribution to the field of sports marketing. The proposed relationships are based on social identity theory paradigm. Furthermore, the moderating effects of social influence and a multi-country data are unique to this study. Finally, in previous studies, football fans’ motivation and test-match cricket fans’ motivations are studied, hence one-day cricket as a context is also unique to this study.

show abstract

Section: Data Collection and Samplementioning

confidence: 99%

Blinded by the sand of its burrowing? Examining fans’ intentions to follow one-day cricket on TV with a moderating effect of social influence

Kashif

Fernando

Wijenayake

2019

IJSMS

View full text Add to dashboard Cite

show abstract

“…According to Grau and Folse (2007), this approach is appropriate when examining theoretical foundations and is supported by the participants included in prior cause-related marketing research (Dean, 2004;Cui et al, 2003). The sample, which conforms to the characteristics of Generation Y, was selected for the research (despite noted critique against the use of student samples) as a practical and convenient alternative, in particular due to growing marketing interest in the spending and donating power of this group, as mentioned previously (Boshoff & Gerber, 2008;Cone, Inc., 2008;Nowak et al, 2006;O'Donnell, 2006).…”

Section: Samplementioning

confidence: 99%

Who Receives What? The Influence of the Donation Magnitude and Donation Recipient in Cause-Related Marketing

Human

Terblanché

2012

Journal of Nonprofit & Public Sector Marketing

View full text Add to dashboard Cite

Cause-related marketing campaign structural elements (CSEs) are individual message components that are selected for campaigns and have the ability to influence consumer intentions and behavior. In this study, the impact of donation magnitude (small; large) and donation recipient (branded and well-known; branded and fictitious; unbranded and well-known) on the dependent variables of consumer attitude toward the offer, attitude toward the alliance, and participation intention is explored by means of a 2 × 3 between-subjects experiment. Despite significant differences in familiarity with and attitude toward the donation recipient, significant differences between groups in terms of the dependent variables were not found. The nature of the sample (Generation Y), their attitude toward helping others and charitable organizations, social exchange theory, and equity theory are explored in an attempt to clarify the lack of significant differences pertaining to the dependent variables.

show abstract

“…A review of the literature shows that the majority of sponsorship studies have been conducted on sports events with duration of more than 30 minutes. These include American football (Moore et al , 1999; Newell et al , 2001), basketball (Maxwell and Lough, 2009; Turley and Shannon, 2000), car racing (Kinney, et al , 2008), cricket (Boshoff and Gerber, 2008), soccer (Bennett, 1999; Biscaia et al , 2014; Dekhil, 2010; Lee and Bang, 2005) and tennis (Herrmann et al , 2014). As such, it remains to be established whether sponsorship of a sport event can still be effective when the duration becomes shorter.…”

Section: Literature Reviewmentioning

confidence: 99%

Sponsor recall in sports events of short duration: empirical evidence from swimming competitions

Leng

2017

International Journal of Sports Marketing and Sponsorship

View full text Add to dashboard Cite

Purpose The majority of sponsorship studies were conducted on sports events of a long duration. Given that sponsor recall is affected by duration of exposure, the purpose of this paper is to examine whether sponsorship of an event of a shorter duration can be equally effective. Design/methodology/approach In total, 241 respondents were randomly distributed to one control group and three experimental groups. In all groups, respondents were tasked to watch a video clip of a swimming event lasting less than ten minutes. Findings In the control group (n=74), the mean number of correctly recalled brands was 2.26 (SD=1.31). This was comparable to the mean number of recalled brands in earlier studies on sports events of longer duration. In experimental group 1 (n=37), respondents watched a video clip without the logos of the sponsors along the length of the pool. The findings suggest that signages along the competition arena may have limited effect on the recall rate and that brand prominence affects the recall rate. In experimental group 2 (n=68), respondents were tasked to watch a swimming event with longer duration. In this case, the longer duration of exposure led to a significantly higher number of brands recalled (M=2.94, SD=1.36) as compared to the control group. In experimental group 3 (n=62), respondents were tasked to focus on the swimming event. When spectators were more involved in the swimming event, there was a significant decrease in the number of brands recalled (M=1.87, SD=1.35) when compared to the control group. The results from experimental groups 2 and 3 suggest that duration of exposure and spectator involvement affects the recall rate of sponsors. Research limitations/implications The findings suggest that sponsorship of sports events with a short duration can be as effective as longer events although this is dependent on the prominence of the sponsor, duration of the event and spectator involvement. Practical implications Given that many sports events are now broadcasted on YouTube and other social media where the duration is typically short, it suggests that sponsors may also benefit from sports events that are broadcasted on these platforms. Originality/value The paper provides useful information on sponsor recall and its relationship to duration of exposure.

show abstract

Sponsorship recall and recognition: The case of the 2007 Cricket World Cup

Cited by 14 publications

References 19 publications

Blinded by the sand of its burrowing? Examining fans’ intentions to follow one-day cricket on TV with a moderating effect of social influence

Blinded by the sand of its burrowing? Examining fans’ intentions to follow one-day cricket on TV with a moderating effect of social influence

Who Receives What? The Influence of the Donation Magnitude and Donation Recipient in Cause-Related Marketing

Sponsor recall in sports events of short duration: empirical evidence from swimming competitions

Contact Info

Product

Resources

About