The Value of Winning in Motorsports: Sponsorship-linked Marketing

Cornwell, T. Bettina; Pruitt, Stephen W.; Ness, Robert Van

doi:10.2501/jar-41-1-17-31

Cited by 111 publications

(82 citation statements)

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“…One of the central tenets of sponsorship research is that congruency between the sponsor and event improves memory for the sponsor-event relationship and facilitates other aspects of communication (e.g., Cornwell, Pruitt, and Van Ness 2001;Johar and Pham 1999;McDaniel 1999;Rifon et al 2004). In forging such relationships, Becker-Olsen and Simmons (2002) argue that a lack of congruence reduces the favorability of attitudes toward the sponsorship and reduces the value of the brand as a signal because people become less sure of what the brand represents.…”

Section: The Importance Of Congruencementioning

confidence: 99%

Sponsorship-Linked Marketing: The Role of Articulation in Memory

Cornwell¹,

Humphreys²,

Maguire³

et al. 2006

J Consum Res

Self Cite

227

192

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Corporate sponsorship of events contributes significantly to marketing aims, including brand awareness as measured by recall and recognition of sponsor-event pairings. Unfortunately, resultant advantages accrue disproportionately to brands having a natural or congruent fit with the available sponsorship properties. In three cued-recall experiments, the effect of articulation of sponsorship fit on memory for sponsor-event pairings is examined. While congruent sponsors have a natural memory advantage, results demonstrate that memory improvements via articulation are possible for incongruent sponsor-event pairings. These improvements are, however, affected by the presence of competitor brands and the way in which memory is accessed.

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Section: The Importance Of Congruencementioning

confidence: 99%

Sponsorship-Linked Marketing: The Role of Articulation in Memory

Cornwell¹,

Humphreys²,

Maguire³

et al. 2006

J Consum Res

Self Cite

227

192

View full text Add to dashboard Cite

show abstract

“…Although sponsorship and cause-related-marketing managers frequently have high-level goals for their programs that can include favorable image transfer, attitude enhancement, higher sales, and improved brand equity (Cornwell et al, 2001a;Gwinner & Eaton, 1999;Miyazaki and Morgan, 2001;Polonsky and Speed, 2001), recent surveys of major sponsors have found that large portions spend little or nothing on the measurement of effects and/or use measures that are inappropriate to their communication goals (Thjømøe et al, 2002;Crompton, 2004). …”

Section: Previous Researchmentioning

confidence: 99%

“…Cornwell et al, 2001a, andMorgan, 2001 use sponsor stock price data, and Cornwell et al, 2001b uses managerial perception data).…”

Section: Previous Researchmentioning

confidence: 99%

Does sponsorship work in the same way in different sponsorship contexts?

Olson

2010

European Journal of Marketing

150

143

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Research Paper PurposeThe development of a comprehensive model of high-level sponsorship effects that works well in both sports and cultural sponsorship contexts. Design/Methodology/ApproachThe sponsorship model is tested using survey data from target market representative samples in two professional sports contexts and two cultural contexts. FindingsThe 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 LimitationThe explained variance of the sincerity and object equity constructs was not as high as for other constructs in the model. Practical ImplicationsSponsorship 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. ValueThe model combines constructs from various literatures into a comprehensive model of highlevel 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.

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“…Many companies rely on high-profile sports events to enhance their brand awareness through sponsorship initiatives (Farrell and Frame, 1997;Miyazaki and Morgan, 2001;Cornwell et al, 2001;Clark et al, 2009): firms provide financial support to the sports event or sports team and the firm's brand appears during the event. The literature on the topic finds a general positive effect on the endorsing firm's market value (Agrawal and Kamakura, 1995;Mathur et al, 1997), with some exceptions, such as the results of Ding et al (2011), which stress the fact that the expenses incurred may offset the benefits derived from the endorsement strategy.…”

Section: Introductionmentioning

confidence: 99%

Celebrity endorsers' performance on the “ground” and on the “floor”

Nicolau

Santa-María

2012

Mark Lett

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This article analyzes the relationship between two types of performances, one on the ground (of a tennis court) and the other on the floor (of the stock market). The empirical application looks into the tennis player, Rafael Nadal, and his endorsing firms. The findings show a positive reaction in the market value when the tennis player wins matches in the Grand Slams, the intriguing effect being the diminishing sensitivity pattern that such reaction shows and the absence of loss aversion.

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The Value of Winning in Motorsports: Sponsorship-linked Marketing

Cited by 111 publications

References 0 publications

Sponsorship-Linked Marketing: The Role of Articulation in Memory

Sponsorship-Linked Marketing: The Role of Articulation in Memory

Does sponsorship work in the same way in different sponsorship contexts?

Celebrity endorsers' performance on the “ground” and on the “floor”

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