Sponsoring Brand Research Articles

Why Cheap, Low-Quality Giveaways Are Bad for Brands

Companies employ giveaways primarily to create awareness and strengthen their brands. Little academic research has examined the effectiveness of giveaways, however. This article reports the results of two studies on giveaways’ effectiveness. The first, a laboratory experiment with 678 respondents, found that giveaways of low quality may have a negative impact on consumers’ attitude toward the sponsor brand. In combination with certain types of giveaways, the negative effect is even stronger. Fortunately, results of a second study offer a ray of hope: An experiment with 104 respondents showed that companies can benefit from giveaways as long as they are personalized.

Investigating sponsor decision-making: the role of schema theory, agency conflicts, and signaling theory in the persistence of naming rights agreements

PurposeNaming rights sponsorships of sport facilities are among the most highly visible marketing agreements in the world. However, factors that may lead one sponsorship to persist for decades, while others end after just a few years, have yet to be investigated. Thus, this study examines the decision-making of brand marketers by investigating the predictors of a sponsoring brand's decision to either continue or dissolve such agreements.Design/methodology/approachUtilizing a global data set of 219 naming rights agreements, an empirical approach is utilized to isolate whether a variety of factors increase or decrease the probability of sponsorship dissolution.FindingsResults indicate that agreements entered into with new, as of yet-unnamed facilities lead to a reduction in the probability of dissolution, with a high level of brand equity also reducing the probability of dissolution. Agency conflicts may also play a role, as the sponsoring firm being headquartered in the same metropolitan area as the facility also contributes to the persistence of such agreements.Originality/valueThese results are intended to assist both sides of what is ideally a long-term relationship in better understanding the factors that may either contribute to or inhibit longer-term partnerships.

The significance of a sponsored event on lesser-known brands in a competitive environment

PurposeExisting research neglected examining the environmental effect of an event on the effectiveness of sponsorship activation in a competitive setting. The purpose of this study is to explore how the event environment impacts consumers’ attitudinal and behavioral responses to competitive brands that co-present at an event.Design/methodology/approachThe research comprised an exploratory pre-test and two studies at a sport event with a retailing environment. The exploratory pre-test was used to examine the competitive relationship in the local market between the market leader and the lesser-known sponsoring brand. Study 1 used structural equation modelling to test how the event environment impacts consumers’ attitudes toward both brands at the post-consumption stage. Study 2 compared actual sales data of the two competing brands to examine the immediate effect of the sponsorship space on consumption.FindingsThe results revealed the event environment had an impact on consumers’ brand attitude toward both the lesser known sponsoring brand and the non-sponsoring market leader. However, the effect on the sponsoring brand that activated its sponsorship was influenced by consumer involvement with the event and was more salient. Furthermore, the product sales of the less-known sponsoring brand outperformed that of the market leader that co-presented at the event.Originality/valueThis study addresses a call to go beyond exploring the brand image of the sponsoring brands in isolation and holistically examine sponsorship effectiveness. The study contributes to knowledge on both attitudinal and actual behavioural outcomes of sponsorship activation in a competitive environment.

Tourist attitudes to mega-event sponsors: Where does patriotism fit?

The sponsoring of mega-events enables organizations to capitalize on the power of sport to stimulate passionate brand identifications among attendees. However, a critical issue that has not been addressed by scholars is whether the effects of sponsoring mega-events such as the Olympics by a foreign brand will resemble the equivalent sponsorship by a domestic counterpart. In particular, few scholars have investigated attendee perceptions of congruities between event sponsor and self-sponsor brand favorability emanating from an overseas country with where there are longstanding tensions and from home. This study investigated attendees at the 2014 Summer Youth Olympic Games in Nanjing, China, a city with a long history of patriotic nationalism directed against Japan. The researchers identify that self-domestic sponsor congruity mediates the impact of patriotism among domestic attendees on their favorability toward domestic brands. Self-foreign sponsor congruity moderates the impact of event liking on favorability, even in the case of sponsors from a country with hostile connotations. The study has managerial implications for targeting and localization strategies by sponsor brands both domestic and overseas. It is proposed that foreign brand sponsors of mega-events should pursue local brand adaption through the incorporation local narratives with which residents can identify.

The severity of a sports-related accident and sponsorship effects: focusing on the fear appeal theory

PurposeThis study aims to examine the influence of a sports-related accident and its severity on sponsorship effects, including brand recognition, attitude toward the sponsoring brand and purchase intention.Design/methodology/approachThe fear appeal theory and sensation-seeking are applied as a theoretical framework. The research is carried out via an experiment using auto racing video footage and print material that manipulates the severity of accidents at three levels – no accident, an accident with a minor injury and an accident resulting in a fatality.FindingsThe analyses demonstrate that the severity of the accident elicits varying sponsorship effects. Sponsorship effects are maximized in a minor injury condition, while smaller sponsorship effects are garnered in the absence of an accident or during fatal injury conditions, as expected via the fear appeal theory. These results suggest that sports fans are excited by auto racing crashes, but are averse to witnessing a fatal accident.Research limitations/implicationsThe participants of the experiment were all students. Consequently, the participants did not represent all sports fans. Only auto racing was examined as experiment stimuli. Different demographic characteristics (e.g. age, race, nationality) and sports could differently influence the relationships among the research variables.Practical implicationsPotential sponsors do not need to take a negative view of the dangers of sports accidents. Rather, it is recommended that such companies actively plan their sponsorship activities with the appropriate strategy.Originality/valueThe relationship between the severity of a sports-related accident and sponsorship effects has received little attention regarding its potential impact on brand recognition, attitude toward the sponsoring brand and purchase intention. The current study is the first known empirical research using the fear appeal theory in sports sponsorship. It investigates the severity of a sports-related accident and determines how that severity influences sponsorship effects in auto racing. This study provides a better understanding of the effects of an accident and its severity on sponsorship effects.

Exploring How Influencer and Relationship Marketing Serve Corporate Sustainability

Influencer marketing furthers the goals of relationship marketing. Companies use influencers to advertise their products through social networks such as Instagram. This digital advertising is aimed at shifting the company’s goals from customer acquisition to retention and commitment. While several articles provide interesting advances analyzing social media and sustainability goals, research about influencer types and their impact on engagement preserving corporate sustainability is limited. Thus, the objectives of this study are: (1) Select general influencer traits as positive characteristics in promoting a product; (2) analyze them for micro and macro influencer scenarios; (3) explore potential differences in their adequacy determining customer engagement and preserving corporate sustainability. Credibility, pleasantness, and emotions are the criteria analyzed through multivariate analysis applied over two independent samples of followers. Pleasantness and appearance in the macro influencer scenario and perceived integrity in that of the micro influencer appear to conflict with the desired transparency of the message, while transmission of emotions plays an essential role in both scenarios. This is a very important finding. Companies should assess candidate influencers’ emotional projection skills, in addition to evaluating the brand sponsorship costs and defining the target audience for the advertisement, always under the premise of preserving corporate sustainability.

Sports teams heritage: Measurement and application in sponsorship

This study examines the impact of sports team heritage on sponsorships. Five dimensions of sports team heritage (athletes, coaches, symbols, stadium, and rituals) are found based on a review of the sports, sponsorship and brand heritage literature, and five empirical studies. The first study employed qualitative research to assist in item generation, while the next two studies quantitatively assessed the items and dimensions of sports team heritage. Two follow-up experiments show that invoking sports team heritage generates positive attitudes toward the sports team, the sponsorship, and the sponsoring brand, for both fictitious and real teams. Thus, we conceptualize, initially measure, and explore the impact of heritage within a sports team and sponsorship context, provide sports managers with guidelines on how to successfully benefit from team heritage, and outline directions for future research.

The Persuasion Process of Sponsorship and Nonsponsorship Activation and the Dual Mediation Model

The current study introduces the Dual Mediation Model (DMM) as a user perspective framework to explore the persuasive process of sponsorship and nonsponsorship activation across countries and brands. Data were collected from 1,850 respondents in Australia, the US, Malaysia, and China to examine consumer decision making for Adidas (i. e., sponsor) and Nike (i. e., nonsponsor) in the associations both brands have activated with the 2002–2014 FIFA World Cup (FWC). The majority of the hypotheses were supported, suggesting the DMM's ability to explain the impacts of sponsorship and nonsponsorship activation on cognitive, affective, and conative behavior across countries. Significant differences were also perceived in the attitude–purchase intention relationship between Australia and the other countries for Adidas, and between the US and the other three countries for Nike. Theoretically, the DMM presents researchers with a user perspective framework for the persuasion process in consumer decision making, which has been empirically tested and validated across four countries and two global brands. Managerially, findings reiterate to event organizers and brand managers that sponsorship activation requires activational communication, which should culminate in unique positioning and differentiation for sponsor brands.

CSR in sport sponsorship consumers' perceptions of a sponsoring brand's CSR

PurposeThe purpose of this paper is to investigate the link between sponsorship of professional sport teams and consumers' socially responsible perceptions of a sponsoring brand. More specifically, this research investigates if sponsorship of professional sport teams in itself leads consumers to perceive a sponsoring brand as socially responsible, and what factors may produce CSR perceptions and subsequent consumer response.Design/methodology/approachAn experimental study was conducted to examine the impact of sponsorship of professional sport teams on consumers' CSR perceptions of a sponsoring brand. Further, a field study was used to explore the role of sponsorship fit in generating CSR perceptions.FindingsThe results from the experimental study indicated that brand sponsorship of professional sport teams contributes to the socially responsible image of that brand, and sponsorship fit induces consumers' CSR perceptions of a sponsoring brand. Additionally, the results from the field study identified CSR perceptions as an underlying process driving the effect of sponsorship fit on consumers’ behavioral intentions toward a sponsoring brand. Lastly, the role of team identification was shown as a boundary condition shaping the effects of sponsorship fit.Practical implicationsBrands specifically seeking to create a socially responsible image, thanks to sponsoring a sport team, should consider the importance of perceived fit between their brand and the sponsored sport team as it is a key predictor of CSR perceptions.Originality/valueThis paper provides empirical evidence for the sport sponsorship and CSR perceptions link and sheds light on important predictors for consumer response.

Brand-related feelings and sponsor attitude formation

PurposeThis study examines how brand attitude formation with respect to sport event sponsors is affected by feelings related to the sponsor brand, the sponsored event, and concurrent sponsors.Design/methodology/approachUsing systematically manipulated press releases, 216 sport-interested participants were presented with different sponsorships of a major sport event. Sponsor information was systematically manipulated both within the stimulus text and the accompanying photo, which contained clearly visible sponsor signage. Participants' brand-related feelings and attitudes toward the stimulus brands were assessed through an online questionnaire following the treatment and analyzed using structural equation modeling.FindingsThe results show that sponsor brand-related feelings represent an important step in the creation of brand attitudes. Sponsor brand attitudes are further revealed to be in part determined by event- and co-sponsor-related feelings through several indirect pathways.Practical implicationsThe findings presented in this study suggest that managers who seek to create favorable brand responses need to consider the feelings associated with their brands, the event and concurrent sponsors. Brands may experience both beneficial and detrimental effects, depending on whether the feelings involved are positive or negative.Originality/valueTo date, no research has investigated the relationships between brand-related feelings and brand attitudes in event sponsorship while accounting for the influence of the sponsored event and concurrent sponsors. Therefore, this study contributes to a better understanding of the role of feelings in sponsor brand attitude formation.

Effects of Disclosing Influencer Marketing in Videos: An Eye Tracking Study Among Children in Early Adolescence

This study focused on the effects of sponsorship disclosure timing on children's ability to understand that social influencer videos are sponsored. The study also investigated how sponsorship disclosure timing affects children's attitudes toward the sponsoring brand, the video, and the influencer. An experiment among 272 children in early adolescence (10–13 years of age) was conducted using eye tracking. Results show that a disclosure shown prior to the start of the videos leads to more visual attention than a disclosure shown concurrently with the start of videos. Consequently, disclosure prior to the start of videos is better processed, as indicated by disclosure memory, which then leads to a better understanding that the content is sponsored. This understanding evokes a more critical attitude toward the sponsored content in the video, and results in less positive attitudes toward the brands, the videos, and the influencers. Theoretically, this study provides insights into the mechanisms that explain disclosure timing effects among children in early adolescence. Practically, this study offers recommendations to policy makers to develop sponsorship disclosures that can increase transparency of online embedded advertising to minors.

Parents' reactions to unhealthy food v. pro-health sponsorship options for children's sport: an experimental study.

To explore parents' responses to sponsorship of children's sport by unhealthy food brands and two alternative pro-health sponsorship options. Between-subjects online experiment with four sponsorship conditions: (i) non-food branding (control); (ii) unhealthy food branding; (iii) healthier food branding; (iv) public health nutrition campaign branding. Participants were shown a short video and a promotional flyer for a fictional junior sports programme, with sponsor content representing their assigned brand. Afterwards, participants were asked a series of questions assessing their brand awareness, brand attitudes and preference for food sponsor branded products. Australia. Australian parents (n 1331) of children aged 6-9 years. Compared with the control condition, unhealthy food sponsorship promoted increased awareness, branded product preferences and favourable attitudes towards unhealthy food sponsor brands. Healthier food sponsorship promoted similar effects for healthier food sponsor brands, except there was no significant increase in positive attitudes towards these brands. Sponsorship by public health nutrition campaigns promoted more negative attitudes towards unhealthy food sponsor brands and increased preference for healthier food sponsor branded products. Overall, healthier food sponsors and public health campaign sponsors were perceived to have better programme-sponsor fit and to be more appropriate sponsors of children's sport than unhealthy food sponsors. Restrictions on unhealthy food sponsorship of children's sport are needed to prevent unhealthy food brands from exploiting junior sport sponsorship to enhance their appeal. Sponsorship of children's sport by healthier food brands or public health nutrition campaigns could help promote healthier food choices among parents.

Consequences of event-sponsor fit in sport sponsorship: evidence from the Indian Premier League

This study investigates the sponsorship effectiveness in the context of the Indian Premier League (IPL). A conceptual model was developed with the event-sponsor fit as the independent variable and brand equity and purchase intention of the event sponsor as the dependent variables. Data were collected from 303 IPL fans using a questionnaire survey. Structural equation modelling was used. IBM SPSS 17 and AMOS 18 software were used for data analysis and hypotheses testing. The results showed that event-sponsor fit influences the attitude towards the sponsor and sponsorship as a whole. The attitudinal constructs influenced the brand equity and purchase intention of the sponsor brand. This is the first study that empirically tests the relationship between event-sponsor fit, attitudinal constructs, brand equity and purchase intention in the context of IPL. The findings of this study can help the brand marketers to make the best of the sponsorship deals.

Influence of the brand attributes on the formation of its target image under new market and technological conditions

Methods. The results were obtained through the application of the following methods: abstraction – in determining the essence of the category «rand image» and relevant key brand attributes; standard methods of marketing research – when diagnosing the influence of brand attributes on the process of creating the target market «brand image», which is necessary and planned to form the brand’s sponsors with its owners and managers; methods of critical analysis of branding practice in terms of organization and development of key brand attributes in the conditions of permanent changes; Gap method of brand gap analysis based on the logical chains of brand attributes Results. The relevance and importance of the key attributes of the brand in the process of implementing the goals and objectives of branding the company to form the necessary target «brand image» has been proved. The conclusions were made on the basis of the analysis of the practical marketing activities of enterprises in the field of brand management, the practice of global branding in terms of organizing and developing key brand attributes and their perception by the target audience in modern conditions of permanent changes, restructuring the format of the public communications system, modernizing and the emergence of new consumer trends, the fast dynamics and preferences of new generations of stakeholder brands. The essence and significance of the main components of the branding strategy were formulated, which are implemented in practical brand management when forming the sponsors-planned «brand position» in order to achieve the target «brand image». It is proved, that the «brand image», or its market «position», is a reflected result of its perception by the market stakeholders of the brand, and, accordingly, requires the brand sponsors to constantly monitor key brand attributes from the point of view of its target audience and quickly adapt its own implementation practice of branding strategies. Novelty. To create an effective quick response system and adapt the branding strategy to changes in the perception of the brand by market stakeholders, it is proposed to use the «Brand Gap» management method as an effective tool to support competitive brand management of the enterprise and as a basic approach to determine the real directions and indicators of operational monitoring of relevance and the correspondence of key brand attributes in the process of organizing and implementing the target «brand image» in the market. Practical value. The practical recommendations were given on organizing a system for continuous monitoring of key brand attributes in terms of its target audience and quick adaptation of its own practice of branding strategy implementation. The key steps necessary for the formation of an effective Gap – brand break management system were presented.

LOOKING BUT NOT SEEING: EFFECT OF ON-SITE ADS IN SPORTS BROADCASTS ON TELEVISION

In this study, brand recall differences related to TV broadcasts of basketball matches were examined. 194 participants who were students of Faculty of Sport Sciences at Anadolu University took part in this study. An experimental design was created using a video including basketball TV broadcasts of Tahincioglu Turkish Basketball League to evaluate recall performance of participants. Data analysed using by SPSS v.20. As a result, it was determined that at least one and up to 14 of 84 different brands in the video were recalled correctly as unaided. Minimum 1 and maximum 33 number of brand were recalled as aided by participants. Four of five mostly recalled brands as both unaided and aided were same and interestingly, Tahincioglu, which is the name sponsor brand of Turkish Basketball League was not among these four brands. Briefly, for a greater brand recall, it may be considered a more effective approach for businesses to advertise or sponsor in different content and format but not through a single communication channel.

Value cocreation at sport events

ABSTRACTResearch question: Sport events by themselves do not create value. Yet, sport events can serve as platforms and provide resources that actor-networks integrate to cocreate value. The present study views sport events as an assemblage of diverse brands like event, athlete, sponsor, and place brands, and sheds light on the question of how their heterogeneous actor-networks cocreate value at sport events.Research methods: A multi-year case study of the Big Mountain freeride world qualifier at Hochfügen reveals the value cocreation processes at sport events. Interviews with representatives of brand actor-networks, archived records, and participant observations inform our framework of value cocreation at sport events.Findings: We reveal the collaborative work of actor-networks at sport events and their collective value cocreation processes. We show that (1) providing operand and operant resources, (2) recognizing resource dependencies, (3) understanding the types of value desired and (4) the practices deployed by different actors, and (5) fostering structural and role alignment processes stimulates and facilitates value cocreation processes at sport events.Implications: Managers of sport event brands can learn from the study what is needed to support collaboration and value cocreation to encourage (event, sponsor, athlete, and place) brand engagement and generate consumption opportunities.

Schadenfreude, rivalry antecedents, and the role of perceived sincerity in sponsorship of sport rivalries

Emotion impacts fans' information processing and evaluation of sport sponsors. This paper examines the emotion of schadenfreude (joy at others' misfortune) within rivalry contests under a cognition-emotion theoretical framework. Study 1 assesses the relationships between appraisals of 11 rivalry antecedents and schadenfreude using survey data from 5,459 fans across six sport leagues. Results show that unfairness and cultural difference have the strongest association with schadenfreude. Study 2 utilizes an experimental design involving 543 fans of professional teams in four US-based rivalries. Findings show positive effects of schadenfreude on fans' reactions to the sponsor, mediated by perceived sincerity of the sponsoring brand. Specifically, emotionally-engaged fans (based on heightened schadenfreude) see sponsor support as more sincere, which enhances fan interest, favorability, and intended consumption of the brand. Implications for sponsors include recognizing how activation tactics in affiliation with rivalry games may circumvent the drawbacks of sponsoring just one side of a rivalry.

Changing Negative Attitudes Through Sport Sponsorship In Brazil

Objective: The research has as objective to assess if sports sponsorships can change previous negative attitude towards a sponsoring brand, also investigating implications on consumption intentions. Methodology / Approach: The study was structured in experimental design, using a one-group pre-test/post-test variation to compare different effects of an independent variable. An online questionnaire was elaborated using a repeated measure design to assess participant attitudes and consumption intentions, employing a scenario-based experimental survey. The first scenario brought negative information about a sponsoring fake brand/company. It was only accepted in the final sample (295 Brazilians citizens) people that presented negative attitudes in the first scenario. In the sequence, they were submitted to subsequent sports sponsorship scenarios, having their attitudes and consumption intentions measured after each scenario. The second scenario associated the brand with sponsorships to football. The third one also linked the brand to football but focusing on a community perspective. The last context approached a different sport (volleyball), contextualizing the sponsorship in an Olympic/Paralympic frame. Originality / Relevance: This study is justified due to the lack of similar studies, insofar as no other article was found with the same objective, method, premises or culture investigated (country). Main results: The study provided evidence that sports sponsorship can change previous negative attitudes towards a brand, mitigating or turning it into a positive one. The research also reports a positive effect of sports sponsorship on purchase intention. Among all scenarios, the second one showed the biggest influence on attitude and consumption intention. Theoretical / methodological contributions: The findings are important to marketing and sports managers as they offered evidence that sports sponsorship can support brand and organizations to face crises and scandals situations, as a prevention or as a recovery strategy.

Effects of brand exposure time duration and frequency on image transfer in sport sponsorship

PurposeThe purpose of this paper is to explore the moderating effect of brand exposure time and exposure frequency in image transfer. In study 1, H1 and H2 assumed the bidirectional image transfer (i.e. from an event to a brand, from a brand to an event). H3 and H4 were set to examine the moderating effect of brand exposure time and exposure frequency in image transfer upon spreading activation theory, mere exposure effect and three-hit theory.Design/methodology/approachAccording to study 1, the result indicated that the amount of image transfer varied based on the exposure time. However, brand exposure frequency did not show statistically significant interactions. Study 2 was performed to complement the H4 of the study 1. In study 2, apart from the number of exposures on a screen (group 1=four times; group 2=eight times), the perceived number of exposures were separately measured (group 1=2.67; group 2=3.96) to see if the number of perceived exposures moderated the amount of image transfer.FindingsThe results indicated that there was no group difference in the amount of image transfer. Based on the result of the study, a sponsor brand must be exposed for enough time duration in order to maximize the return on investment regardless of how frequently it is exposed.Originality/valueThe current study examined the image transfer in sport sponsorship. Although previous studies empirically examined the image transfer phenomenon in sport sponsorship, they failed to establish theoretical ground. Thus, this study incorporated the three theories in advertising and examined how we can apply the theories to sport sponsorship. In addition, we examine the image transfer based on video clip which is mainly how people are exposed to sport sponsorship. Next, we examined the moderating effects of exposure duration and exposure frequency, which has never been studied in sport sponsorship context.

In “likes” we trust: likes, disclosures and firm-serving motives on social media

PurposeThis paper aims to examine when and how the number of “likes” can exert significant influence on consumer evaluations of social media advertising. It sheds a novel perspective on how social media “likes”, advertising disclosures and the presence of firm-serving motives influence advertising effectiveness.Design/methodology/approachStudy 1 examines how the number of “likes” influences consumer attitudes towards the sponsoring brand by strengthening advertising credibility, when social media ads are effectively (vs non-effectively) disclosed. Study 2 further establishes how the influence of the number of “likes” for effectively disclosed ads varies depending on whether the company states (vs does not state) its firm-serving motives.FindingsThe authors found that a social media ad displayed with a higher number of “likes” is perceived to be more credible, which can then yield more positive attitudes towards the brand. However, the use of effective disclosures moderates this relationship. To offset this effect, companies can restore the value of “likes” by stating their firm-serving motives openly when they develop social media advertising messages.Research limitations/implicationsThe study offers a novel perspective on how consumers evaluate the number of displayed “likes” in the context of other social media features.Practical implicationsThe study shows how social media marketers can become more effective in taking advantage of the number of “likes” that they accumulate on social networking site platforms.Originality/valueThe study illustrates a novel mechanism behind how and when the number of “likes” can influence the effectiveness of social media advertising.