Event Sponsorship Research Articles

Self-reported exposure of Indonesian adolescents to online and offline tobacco advertising, promotion and sponsorship (TAPS)

ObjectivesTo quantify tobacco advertising, promotion and sponsorship (TAPS), self-reported exposure from online and offline platforms among adolescents in Indonesia.MethodsA cross-sectional school-based survey was conducted in 2017. In total, 2820 students...

Don't Overlook These Sponsorship Actions

Special Events GaloreVolume 21, Issue 3 p. 4-4 Event Sponsorships Don't Overlook These Sponsorship Actions First published: 04 February 2021 https://doi.org/10.1002/speg.31538Read the full textAboutPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShare Give accessShare full text accessShare full-text accessPlease review our Terms and Conditions of Use and check box below to share full-text version of article.I have read and accept the Wiley Online Library Terms and Conditions of UseShareable LinkUse the link below to share a full-text version of this article with your friends and colleagues. Learn more.Copy URL Share a linkShare onFacebookTwitterLinkedInRedditWechat No abstract is available for this article. Volume21, Issue3March 2021Pages 4-4 RelatedInformation

Corruption and Sponsor Value: An Event Study Analysis

Abstract: This study quantifies the negative effects of corruption on sponsors of the Indian Premier League (IPL) and presents unbiased sponsor-linked outcomes as its results. The event study methodology was used for the purpose of measuring the reaction of the Indian shareholders to the unexpected event that was the decision of the Supreme Court of India to ban two teams and several officials from cricketing affairs for life in response to the discovery of corruption. The results of this study show there is an immediate loss in firm value for sponsors that are linked to events and teams proved to be corrupt. The negative effects are larger for firms that are event sponsors, as compared to team sponsors. Some sponsors of non-corrupt teams also suffered damage due to the announcement of the Court; however, this effect was short-lived and wore off relatively quickly.

Assessment of the Relationship between Sponsorship and Consumer Patronage of GSM Service Providers in Kano Metropolis

This study attempts to explore the relationship between event sponsorship and consumer patronage of GSM service providers. A survey questionnaire was used to gather data from 395 consumers of GSM services in Kano metropolis, Nigeria. Pearson?s Product-Moment Correlation Coefficient test was conducted. Weighted average was also used to analyze the relative influence of each element of sponsorship on consumer patronage. Contrary to priori expectation, it was found that sponsorship engagements by GSM service providers has no significant relationship with consumer patronage of their services. On the basis of this finding, measures needed to improve return on investment in sponsorship are recommended.

ДОСЛІДЖЕННЯ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ У СФЕРІ РОЗДРІБНОЇ ТОРГІВЛІ В УМОВАХ COVID-19

The approaches to the interpretation of the concept of «marketing communication» in modern business conditions are singled out. The authors propose to consider this concept as an enterprise activity related to advertising, sales promotion, event sponsorship, public relations, direct, interactive, referral marketing, omnichannel interaction with consumers, digital transformation of the enterprise and fintech ecosystems. The development trends of the essential commodities market and some aspects of goods promotion in retail networks in the conditions of Covid-19 are analyzed. The turnover of retail trade in Ukraine and Lviv region in January-September 2021, monthly expenses for home food in Ukraine in the first quarter of 2021 are studied. It is established that for the 1st quarter of 2021 the equivalent total soaring per person averaged UAH 91.55. for one day. The dynamics of prices for basic necessities in Ukraine in 2021 is presented (in% from December 2020 to September 2021). Analyzing the prices of essential goods from December 2020, it was proved that egg prices fell sharply to -20% from May to August, and prices for sunflower oil rose sharply from March to September 2021. Online and offline tools for promoting retail networks in Ukraine are systematized. It is important to use and develop the system of online tools for promoting local product networks in the conditions of Covid-19, in particular «blogging», prize drawing and promotional offers in social networks, mail advertising related to loyalty programs, posting projects on crowdfunding platforms (indirect advertising) with the possibility to attract investments, sms-advertising or viber-advertising through the CRM-system of the enterprise, Internet advertising. The peculiarities of the functioning of the marketing communications system in the sphere of retail trade in the context of digital transformation and the CRM-systems using of enterprises are investigated. The authors propose to understand the development process of marketing communication system in the conditions of Covid-19 pandemic through the prism of the triad «health-security-mutual aid».

Prevention and Resolution of Hidden Market Behaviors in Sports Events

The phenomenon of sponsorship of sports events has become a hot topic in the sports field. The exclusiveness and high risk of its sponsorship have caused the hidden market behavior of sports events to emerge one after another, seriously threatening the rights and interests of sponsors and other stakeholders. It can be regulated and governed in order to more effectively regulate and govern the implicit market behavior of sports events and clarify the value composition of sports events on which the implicit market behavior depends. This research uses the literature data method and logical analysis method to analyze specific cases and finds that the event value on which implicit market behavior depends is the value of the sports event itself, the driving or promotion value of the sports event, and the social evaluation value of the sports event. This divides the types of hidden market behavior into event element type, media resource type, and sponsorship competition type, and then proposes prevention and resolution strategies.

A Model for Measuring Sponsorship Impact: An Analysis of Beko’s Naming Rights Sponsorship of Fenerbahçe Men’s Basketball Team

Over the course of many years, sponsorships have proven to be a lucrative avenue in effectively delivering brand-related messages to hard-to-reach segments. However, when economic circumstances turned doom-and-gloom, professionals started to strive to make sponsorship expenditures more accountable as sponsorships often stand as the largest budgeted item in annual plans. Hence, a need is born to assess sponsorship results in different sport settings. There are studies that provide insight into the factors leading to purchase intentions by looking at different sport settings; however, a more attuned measurement of sponsorship effectiveness can be attained by way of integrating actual purchase behaviors into study design. The motive of this study is to assess the effect of dyadic antecedents and consumer-based sponsorship outcomes at the cognitive, affective and conative (behavioral) level by looking at fans’ conscious and explicit processing of Fenerbahçe’s sponsorship deal with Beko. The results of this study provide evidence that the relationships among the analyzed sponsorship antecedent and outcome categories did have a significant effect on the two final variables crucial in assessing the success of a given sponsorship practice—intention to purchase and actual purchase behaviors—yet, the mediating effects are found to be impacted by age, gender, income, education, extent of involvement, past purchase and sponsorship fit.

GAP ANALYSIS BETWEEN CURRENT AND DESIRED SITUATION OF THE FACTORS AFFECTING THE MANAGEMENT OF AMBUSH MARKETING RISKS IN MAJOR SPORTING EVENTS

The purpose of this study was to analyze the gap between the current and optimal status of ambush marketing risk management in major sporting events. The research method was descriptive-causal comparative. The statistical population was all people who had the experience of leading sports caravans and being a member of the executive board for holding major sporting events. From them 160 people (by available-random method) were selected as a sample. Data collection tool was a researcher-made questionnaire consisting of factors affecting the management of risks arising from ambush marketing, which was set in two parts: the current situation and the desired situation. The face and content validity of the questionnaire was confirmed by professors and sports experts. The reliability of the questionnaire was obtained through Cronbach's alpha coefficient of 0.86. Frequency table, frequency percentage, mean and standard deviation were used to analyze the data at the level of descriptive statistics. Due to the normality of data distribution, correlated t-test was used to compare the current situation of marketing management in ambush with the expected limit and paired t-test was used to analyze the gap between the current and desired status in a significant way (α = 0.05). The results showed that among the factors related to the management of marketing risks lurking in sporting events, cultural factors, spectator factors, rule factors, sport event management factors and media factors were lower than expected (average) and factors related to sports marketing, factors related to sporting events and factors related to sporting event sponsors were higher than expected. Analysis of the gap between the current and optimal status of ambush marketing risk management showed that in terms of professors, elites and organizers of sporting events, the situation of all aspects of ambush marketing risk management in sporting events is relatively weak.

Event Sponsorship Factors Towards Purchasing Intention

This study was conducted using empirical data to examine objectives by adopting the perception of attendees towards sponsors. Three distinct forms based on Tomalieh (2016) which proposed the relationship between brand knowledge, event sponsor-fit and attitude towards events to purchase intention was adapted. How consumers experience an event can also have a powerful influence over their purchasing intention behavior. Outcome of this study concludes that attitude towards the event is the most important factor and has a much more significant relationship towards purchase intention when compared with other variables. This factor refers to how event attendees perceive an event sponsor. This study adds to the body of knowledge by providing new data and empirical insight on the relationship between event sponsorship factors and purchase intention specifically for the event industry in Malaysia. For future studies, it is recommended that comparative studies with other industries as well as other developing and developed economies be carried out.

Improving the Performance of Public Sector Infrastructure Projects: Role of Project Governance and Stakeholder Management

Project governance and stakeholder management have been acknowledged as substantial areas of organizational concern for the successful delivery of projects. However, its full functions are yet to be explored for the performance of government-sponsored infrastructure projects due to the inherent complexities and uncertainties that arise from their unique socioeconomic perspective in developing countries. Therefore, this research investigates the dimensions of project governance (i.e., portfolio direction; sponsorship effectiveness and efficiency; and disclosure and reporting) effects on project performance through the correlation of stakeholder management. Based on the stakeholder theory, a moderation model was proposed and a survey questionnaire was designed to get feedback from the respondents of the government policy and planning departments of Pakistan. Structural equation modeling was the core statistical technique for testing the hypotheses. The findings of moderation analysis show that project governance has a positive relation with project performance at medium and higher regression coefficients values of stakeholder management. Inversely, at low regression values, this relationship is negative and insignificant. This research contributes to the literature as the significant interaction of stakeholder management could amplify the effect of project governance, subsequently enhancing the performance of public infrastructure projects.

Consumers' Responses to Tie-in Brand Purchase Intention in Event Sponsorships

The purpose of this article is to propose and empirically test a conceptual model showing the effect of consumer responses (cognitive and emotion) towards tie-in brand purchase intention in event sponsorships. Tie-in brand refers to the brand that is sponsoring any event. Consumer responses are generated towards both event and tie-in brand simultaneously as both brand and event are connected. In the model, the cognition and emotion generated by both event and brand are modeled as the major antecedents to develop consumer's hedonic experience and utilitarian value judgments that in turn direct consumer's purchase behavior towards the tie-in brand. Data were collected through structured questionnaire-based surveys from spectators aged 18 and above, at two major events held in India. Structural equation modeling was employed to validate and test the conceptual model. The study findings show that in event sponsorships spectators' cognitive and emotional responses towards both the events and the sponsoring brands play a key role in the formation of hedonic–utilitarian value judgements. The hedonic–utilitarian evaluation of event further leads to the development of affective and cognitive evaluation of the brand, which in turn predicts consumer's purchase intention towards the brand. A model showing the mechanism of spectators' cognition–affect transfer from event to sponsor brand is relatively scarce and inconclusive in the prior literature. Thus, this study is the first attempt to show how spectators' cognition–affect transfer can occur in event sponsorships, and provide the marketers with insights about the psychological process through which event sponsorship would generate spectators' purchase intentions toward the tie-in brands.

Reverse effects of sponsorship: Establishing sport brand equity

ABSTRACT Rationale/Purpose The purpose of this study is to develop and test a parsimonious model of brand equity reverse transfer, where the reputations of sponsoring brands influence the brand of a sponsored sports enterprise. Design/methodology/approach Building on associative network theory and the Elaboration Likelihood Model, this paper utilizes an experimental design to examine how the brand equity of a sponsorship roster influences perceived prestige and ultimately the brand equity of the National Hockey League (NHL). Domain involvement acts as a moderator. Findings Sequential path analysis supports the model’s proposed relationships in that sponsoring brands positively influence the perceived prestige of the sponsored property, which directly affects the brand equity of sponsored property. Involvement in hockey amplifies this reverse transfer effect. Practical implications While the numerous brands simultaneously engaged in sports sponsorship can be a source of clutter, these associations offer opportunities for sponsored enterprises to proactively manage their own brand equity. Research contribution Although the predominant sponsorship perspective in the literature has been that of sponsoring brands, the supported model raises the prospect that brand equity transfer is not unidirectional and a reverse effect applies in the wider portfolio context seen in practice.

Esports Sponsorship: An Empirical Examination of Esports Consumers’ Perceptions of Non-Endemic Sponsors

Traditional sport organizations and their sponsors are beginning to embrace esports, but the effectiveness of non-endemic sponsorships in esports remains uncertain. Esports consumers are notoriously hostile to organizations they perceive as seeking to exploit them – including the growing ranks of non-endemics seeking to capitalize on the youth- and tech-centric esports industry. The purpose of this study is to evaluate esports consumers’ perceptions of non-endemic sponsorships. We adapt a well established sport sponsorship model to the context of esports to test key relationships’ salience to sponsors. We demonstrate that non-endemic sponsors can benefit from esports team sponsorship through enhanced attitudes, perceived goodwill, and product purchase intentions. Moreover, we find that there is only a small effect of esports brand attitude on attitude toward the sponsor, yet a larger effect on perceived goodwill and product purchase intentions. This suggests that firms with limited marketing budgets can benefit from increased goodwill and purchase intentions by sponsoring emerging esports teams who provide low-cost sponsorship opportunities.

Do policy makers take grants for granted? The efficacy of public sponsorship for innovative entrepreneurship

AbstractResearch SummaryWe investigate the short‐ and long‐term effects of public sponsorship in the form of grants on venture growth and subsequent investment funding. We adopt a temporal approach and assess our results using discontinuous growth modeling. This approach allows us to unpack the complexity of sponsorship interventions and provide insights into how quickly, how long, and under what conditions grants augment growth. Using a proprietary sample of 129 ventures located in eight incubators, we find that securing an initial grant increases the rate at which ventures acquire private investment capital but not revenue over time. We draw on resourcefulness theory and signaling theory and explore the moderating role of venture size. We discuss our contributions to the entrepreneurship and public policy literatures.Managerial SummaryAre public grants effective at sparking entrepreneurial growth? To deepen our understanding of public policies that are designed to promote innovative entrepreneurship, we investigate the short‐ and long‐term effects of new venture grant sponsorship. We study 129 ventures located in eight business incubators over a 4‐year period. Our results indicate that although there are initial advantages to receiving a grant, there are also potential shortcomings as grant receipt does not directly influence long‐term revenue growth. We theorize that having abundant access to grant capital reduces the ventures need to “stretch” resources and grow revenue over time. Yet, initial grants seem to signal to investors that the venture represent a “good bet” as investment trajectories follow the opposite growth pattern, increasing steadily over time.

Using Persuasion science to improve COVID-19 contact tracing

Using Persuasion science to improve COVID-19 contact tracing

Effect of Organizational Sponsorship, Career Management Behaviour and Proactive Personality in Predicting Managers’ Subjective Career Success

The main aim of the study was to examine the role of organizational sponsorship, career management behaviour and proactive personality in predicting subjective career success of managerial staff in large scale manufacturing firms in Kenya. Primary data was collected using a sample of 255 managers from large scale manufacturing firms in Kenya based on descriptive survey. Hypothesis was tested using hierarchical regression model. The findings indicate that the joint effect of the predictor variables was greater than their individual effect on subjective career success. The study recommends that large manufacturing firms should facilitate their staff’s career success by providing them with organizational sponsorship programmes. The findings also point out the need for the staff to be proactive and to adopt suitable career management behaviour that can enhance their achievement of career success. Future researchers may benefit from the already established conceptual and methodological reference in their pursuit for further studies with regards to this area in different contexts.

Five Ways to Thank Virtual Event Sponsors

Five Ways to Thank Virtual Event Sponsors

Involvement of the food industry in nutrition conferences in Latin America and the Caribbean.

Identify and characterise the food industry's involvement in nutrition and dietetics national and regional events in Latin America and the Caribbean. Between February and April 2020, we conducted desk-based searches for nutrition and dietetics events held in the region between January 2018 and December 2019. Online freely accessible, publicly available information was collected on the involvement of the food industry through: sponsorship of events; sponsorship of sessions; speakers from the food industry; scholarships, fellowship, grants, awards and other prizes and; exhibition space/booths. Nutrition and dietetics events in Latin America and the Caribbean. Thirty-one events held in twenty countries of the region had information publicly available online at the period of data collection. There was a lack of transparency on the involvement of industry actors in these events. When information was publicly available, we found that a total of ninety-two food industry actors sponsored 88 % of these events. There is a mostly unreported, but likely extensive, involvement of food industry actors in nutrition and dietetics events in Latin America and the Caribbean.

Alcohol Sponsorship and New Zealand Regional Rugby Unions: Crisis Point or Business as Usual?

Alcohol sponsorship of sport in New Zealand, especially rugby, has a long history, but in recent times government-resourced reviews together with public health agencies, activists, and academics have proposed a ban of alcohol sponsorship of sport to help reduce alcohol-related harm. Responses to a proposed ban from a number of diverse sectors, including the alcohol industry and sport organizations, have ranged from ambiguous to resistant. Yet, the conditions for implementing a ban are poorly understood and there has been no change to state-regulated sponsorship policy to date. These widely publicized debates serve as a hotbed for discussions with provincial rugby union managers to consider the economic risks as well as the social connections between rugby clubs and cultural and civic life. In this paper, we address important new questions that query how the alcohol sponsorship debate plays out at a micro-level and the extent to which regional rugby unions may constitute a special case in terms of resistance to and the potential effects of regulation. The discussion expands the debate by drawing attention to the perceived positive effects of alcohol sponsorship as an enabler for addressing other social issues at a micro-level.

Can counter-advertising protect spectators of elite sport against the influence of unhealthy food and beverage sponsorship? A naturalistic trial.

Unhealthy, energy-dense nutrient-poor foods and beverages are heavily promoted through sport sponsorship. This naturalistic trial assessed whether exposing young adult spectators to various types of counter-advertising (CA) before watching an unhealthy food sponsored elite sporting event could diminish sponsorship effects and increase support for restrictions on sponsorship. Young adults (ages 18-29 years) who planned to watch the Australian Football League (AFL) Grand Final were recruited through an online panel and randomly assigned to one of four conditions: (A) control (neutral advertisement); (B) anti-industry CA (critiquing unhealthy food industry sponsorship of sport); (C) anti-product CA (critiquing the association of sports stars with unhealthy food); or (D) negative health effects CA (highlighting negative health consequences of unhealthy food consumption). Participants (N=1316) completed a pre-test questionnaire and viewed their assigned CA online 1-3 days before watching the 2017 AFL Grand Final, which featured unhealthy food sponsorship. Participants who reported watching the AFL Grand Final (n=802) answered post-test measures within five days of the event. Results indicated that participants found the anti-industry CA more believable, attention-grabbing, reassuring and encouraging than the anti-product CA. The anti-industry CA promoted less favourable attitudes to sponsor brands, the anti-product CA promoted reduced intentions to purchase the fast-food sponsor brand, and the negative health effects CA reduced preferences for fast food in general compared to the control condition. Anti-industry CA may detract from favourable attitudes to unhealthy food sponsor brands and negative health effects CA may detract from intentions to consume fast food in the face of unhealthy food sponsorship exposure. Such interventions may require higher dosage levels than applied in the present study to bolster spectators' resistance to the surfeit of unhealthy food sport sponsorship.