Tries and conversions: are sports sponsors pursuing the right objectives?

Hartland, Trevor; Skinner, Heather; Griffiths, Alison

doi:10.1108/ijsms-06-03-2005-b005

Cited by 15 publications

(12 citation statements)

References 23 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Poon and Prendergast, 2006), objectives (e.g. Hartland et al, 2005;Abratt et al, 1987) and notably the measurement of sponsorship effectiveness (e.g. Pope et al, 2009;Weeks et al, 2008;Harvey, 2001).…”

Section: Introductionmentioning

confidence: 99%

“…Nevertheless, it is widely held that commonly sought objectives include awareness (Verity, 2002); image/positioning benefits (Hartland et al, 2005); corporate hospitality opportunities (Quester, 1997); and, to a lesser extent, sales (Tomasini et al, 2004). As such, there is a clear focus among sponsors on using sponsorship for brand building purposes (Hartland et al, 2005), distinct from historical notions of sponsorship as synonymous with philanthropy or patronage.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

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

Donlan

2014

Sport, Business and Management: An International Journal

View full text Add to dashboard Cite

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.

show abstract

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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

Donlan

2014

Sport, Business and Management: An International Journal

View full text Add to dashboard Cite

show abstract

“…Brand building objectives of awareness (Tomasini et al, 2004) and image (Hartland et al, 2005) are frequently cited although there is growing evidence that sponsorship is being used to achieve more sophisticated relationship-based goals through the creation of customer 'experiences' (Cliffe and Motion, 2005). The evolution of sponsorship objectives from an early notion of philanthropy through to the current emphasis on key brand metrics, positions sponsorship firmly as a commercially-driven marketing communications tool, as emphasised in this definition by IEG (2000, cited in Cornwell et al, 2005:…”

Section: Introductionmentioning

confidence: 99%

“…As a sponsorship objective, brand awareness is considered by sponsors to be particularly important (Lough and Irwin, 2001;Hartland et al, 2005); however, the effectiveness of sponsorship is enhanced if brands can go beyond mere awareness, and image transfer can occur (Roy and Cornwell, 2004). The nature of sponsorship as a communications vehicle makes the communication of product class associations problematic; however its strength lies in its ability to leverage secondary image associations from the sponsored property (Cornwell and Maignan, 1998).…”

mentioning

confidence: 99%

The Role of Brand Knowledge in Determining Sponsorship Effectiveness

Donlan

2013

Journal of Promotion Management

View full text Add to dashboard Cite

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.

show abstract

“…Já a forma mista incorpora características das formas abertas e fechadas para a categorização se tornando um tipo de abordagem dedutiva-indutiva. Este tipo citado por último permite adaptações que proporcionar novas contribuições à modelos teóricos existentes (Bardin, 2011;Krippendorff, 2013 (Alexander, 2009;Cornwell & Maignan, 1998;Hartland, Skinner, & Griffiths, 2005;Yoshida & James, 2011).…”

Section: Marketing De Experiência E Patrocínios (Esportivos)unclassified