Abstract
Importance of Loyalty to a Sport Event for the Level of Sponsorship Awareness
Highlights
Considering the fact that the strong brand is one of the main factors of competitiveness, special attention should be paid to its construction and strengthening, with the aim of equalizing the identity and image of the brand
Sponsorship awareness strongly influences the attitude towards sponsors, while the attitude towards the sponsor is one of the strongest predictors of purchase intentions (Biscaia, Correia, Rosado, Ross, & Maroco, 2013)
The results showed an extremely high level of sponsorship awareness when dealing with sport organizations and individual athletes, which is in line with the assumption that fans that follow a certain sport organization or athlete in the long run have a greater sponsorship awareness
Summary
Considering the fact that the strong brand is one of the main factors of competitiveness, special attention should be paid to its construction and strengthening, with the aim of equalizing the identity and image of the brand. If the brand does not clearly communicate its attributes, it will not be adequately recognized by the consumer. One of the ways of communication is sponsorship, and the effects of this type of communication are the subject of research in this paper. The growing trend of sponsoring investments stems from the unsustainable commercialization of everything that the marketing and media industry can exploit. Sleight (1989) defines sponsorship as a business relationship between a provider of funds, resources or services and an individual, event or organisation which offers rights that may be used for commercial advantage in return. Public relations and branding process through sponsorship present influential factors at a wider psychological level, and their long-term effect leave consequences for the consumer and potentially influence their purchasing decisions
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