Title Sponsor Research Articles

Effect Analysis for LPGA Korean Company Sponsorship: Moderating Effect of Title Sponsor and Player Endorsement

The purpose of the study was to examine Korean companies' LPGA sponsorship activities and structural relationship of negative sentiments, social identification, and purchasing intention, and investigate moderating effect between company title sponsor and player endorsement. The data was derived from loose cross validation analysis using analysis of frequency, reliability analysis, correlation analysis, CFA, and multiple group analysis. The results were as follows. First, out of Korean company LPGA sponsorship activities, communication, image promotion, and event contribution affected negative sentiments. Second, event contribution and image promotion affected social identification. Third, social identification affected purchasing intention. Tournament title sponsor exerted greater effect compared to player endorsement when it comes to the effect that the event contribution exerts on social identification depending on the type of participation as a sponsor (i.e. tournament title sponsor and player endorsement).

The influence of title sponsorships in sports events on stock price returns

The purpose of this study was to examine stock price abnormal returns following title sponsorship announcement and event date of NASCAR, the PGA Tour, and the LPGA Tour. For this purpose, the authors used event study analysis where the analysis measures the impact that a specific event has on stock prices by comparing actual stock returns to estimated returns (Spais & Filis, 2008). An event study analysis demonstrated that title sponsors for the LPGA Tour and NASCAR garnered significant stock price increases on both the announcement date and the event date. The moderator tests suggested that high image congruence and high-technology related sponsorships assumed a key role in stock price increases.

Structural Relationship among Brand Evaluation, Brand Identification, Brand Relationship, and Brand Loyalty towards Professional Baseball Title Sponsors

Structural Relationship among Brand Evaluation, Brand Identification, Brand Relationship, and Brand Loyalty towards Professional Baseball Title Sponsors

How Visual Processing and Need for Cognition Impact Sponsored Event Outcomes

In a field study at a professional tennis event, the authors examine attendees’ visual processing and need for cognition in sponsorship processing. To add a managerial perspective, depth interviews are conducted with senior managers in sport/event management. Field study findings demonstrate that attendees who are high in need for cognition are more likely to evaluate a non-endemic title sponsor as fitting with the event, because they tend to elaborate, or think about how the two fit more so than attendees who are lower in need for cognition. Sports marketing executives discuss practices for how they integrate visual communication and cognitive tools and expand on the field study results with additional managerial insights.

A Hypothetical Comparison between Event Marketing and Conventional Advertising

The contemporary marketers all over the world are shifting their centre of attention into event marketing due to its intense reputation as a mode of promotion. However, the efficiency of event marketing as a promotional tool over the common advertising practices is yet to be measured. Hence, this article provides a hypothetical analysis via a two-sample proportionate test to measure the effectiveness of event marketing over the usual marketing promotion. The result evidently exhibits that; event marketing is relatively more effective mode of promotion compared to other conventional methods of advertising for developing goodwill, building customer-company relationship and ensuring further re-purchasing tendency. However, the concept of event marketing is still very new for many companies and they are very unclear about assessing the effects of an event sponsorship activity and uncertain about how it can be measured (8). Hence, the same research group (9) constructed and tested competing models to examine the relationship among event attendees, sponsorship, community involvement, and the title sponsor's brand with respect to purchase intentions with an on-site study at a sponsored event. At the same time Martensen along with other researchers (10) provided an empirical evidence of a model to asses the effectiveness of event marketing, except for the model can be used only to give directions for how an event should be designed to create positive brand attitude and buying intention. However, no comparative analysis with the existent conventional promotional tools was drawn by either these models. Hence, the purpose of this study aimed to examine the effectiveness of event marketing over existing conventional marketing tools. III. METHODOLOGY The purpose of this research is to examine the efficiency of event marketing over accessible traditional advertising tools. Hence, a comprehensive literature survey was carried out to identify the relationship between conventional marketing promotion, event marketing and strategic brand management. Based on that literature review, two different sets of questionnaires and sample were designed.

Determinants of purchase intention toward sponsoring product: mediating role of sponsor identification in Korean professional baseball games

The purpose of this study was to examine the mediating effect of sponsor identification in the relationship between team identification and purchase intention of a title sponsor's product in the Korea Baseball Organization League (KBO League). Fans of seven teams (N = 691) in the KBO League participated in the study. Results showed that multi-dimensional team attributes such as team attractiveness, team similarity and team awareness, positively affected team identification, and that sponsor identification fully mediated the relationship between team identification and purchase intention. These findings extend previous studies on sponsorship effectiveness and provide empirical support for the relationships between team identification, sponsor identification, and purchase intention.

Effect of Sponsor Fit of Title Sponsor and Sporting Event: The Case of TORAY PAN PACIFIC TENNIS

Effect of Sponsor Fit of Title Sponsor and Sporting Event: The Case of TORAY PAN PACIFIC TENNIS

How fit connects service brand sponsors with consumers' passions for sponsored events

Given the strong interest among services marketing practitioners in sponsoring events, this study illustrates how events and sponsorships synergistically facilitate and deepen consumer relationships by connecting service brands with consumers' passions. Structural equation modeling is used to test a congruity theory-based framework via a field study conducted at a professional cycling event. The tested model holds for two service brands operating at different levels of sponsorship. The results demonstrate how the combination of consumers' attitudes toward the event, knowledge of the sponsor brand and their level of activity in the event domain influence their assessments of event-sponsor fit. Interestingly, the findings indicate that, in the context of a community-based sports event, the title sponsor did not experience any discernable advantage of sponsorship, despite its elevated position as a sponsor and higher brand equity.

Managing a sponsored brand

The congruence or fit between a sponsored brand and sponsoring firm is a central tenet of sponsorship research. The influence of such congruence on the sponsored brand however, has received scant attention. This question is important because the strength of a sponsored organisation’s brand equity is the basis for many sponsorship alliances. The two experiments undertaken in this paper empirically evaluate the dynamic effect sponsor portfolio congruence has on perceptions of the sponsored organisation’s brand equity. The results of Study 1 indicate sponsor incongruence is particularly detrimental to the brand equity of the sponsored organisation at the title sponsor level. Study 2 shows this adverse effect can be attenuated by increasing the number of congruent sponsors at the presenting level. The second study also provides support for nationality as a salient congruence dimension in an international sporting context. Implications of these findings are discussed.

프로야구 타이틀 스폰서십과 브랜드 자산 및 브랜드 확장과의 관계분석

This study is to find out what effect title sponsor activities has on brand property and brand extension, the subject of this study is CJ Internet Web site that is the title sponsor of `2009 CJ Magu-Magu Pro Baseball

The Effects of the Corporate Association of Professional Volleyball Title Sponsors on Attitude Toward Corporate, Corporate Identification, and Purchase Intention

The Effects of the Corporate Association of Professional Volleyball Title Sponsors on Attitude Toward Corporate, Corporate Identification, and Purchase Intention

Exploring Brand Positioning in a Sponsorship Context: A Correspondence Analysis of the Dew Action Sports Tour

In this study, we used correspondence analysis (Greenacre, 1984; Hoffman & Franke, 1986) to examine connections between the title sponsor, brand competitors, and consumer targets exposed to a sponsorship. Demographic characteristics and self-reported use of 20 soft drink brands were collected from 1,138 attendees of four of the five inaugural events of the Dew Action Sports Tour. The analyses consisted of decomposing the cross-tabulated data into latent dimensions and graphically portraying brands and consumer targets in joint preference maps. Results revealed that consumers differentiated the 20 soft drink brands based on two latent dimensions: energy/diet and convenience. Furthermore, based on proximity of the target market to the title sponsor in the maps, it appears that Mountain Dew has been relatively effective in positioning the brand for key target markets in only one of the four cities examined. Theoretical and managerial implications of the findings are discussed.

The Effect of Participation of Pro Volleyball Audience on Brand Property of Title Sponsor Enterprise : about Hillstate 2006-2007 V-league

The Effect of Participation of Pro Volleyball Audience on Brand Property of Title Sponsor Enterprise : about Hillstate 2006-2007 V-league

The Impact of Repeat Attendance on Event Sponsorship Effects

Understanding the impact of retaining sponsors and event attendees offers important insight both to organizations that are contemplating long‐term sponsorship relationships and to event marketers seeking ongoing sponsorship partnerships. Yet prior to this study, the impact of multi‐year sponsorship and attendance on a sponsoring brand have not been investigated. The study addresses this gap through the examination of field survey results obtained during an annual sporting event. Data from a sample of 1227 attendees suggest that multi‐year attendance is associated with enhanced brand image and purchase intentions of an ongoing title sponsor's products. There are significant differences in attendees': (1) attitudes about the title sponsor and (2) increased likelihood of purchasing the sponsor's vehicles. Attitudes about the title sponsor were most favorable among spectators who attended the annual event multiple times and those who attended the event multiple times showed an increased likelihood of purchasing a new vehicle from the title sponsor. Advancing relationship theory, we find that consumers appreciate that the corporate brand contributes more to society than its primary business activities, and in turn, consumers indicate that they act on that appreciation.

스키캠프 타이틀 스폰서에 대한 이미지가 참가자 만족도 및 스폰서에 대한 충성도에 미치는 영향

스키캠프 타이틀 스폰서에 대한 이미지가 참가자 만족도 및 스폰서에 대한 충성도에 미치는 영향

What communication methods work for sports events? An analysis of the FedEx St. Jude Classic

This paper applies the concept of the marketing communications audit to one company's involvement with a Professional Golf Association (PGA) tournament event. According to Hargie and Tourish (2000), communications audits aid a firm in evaluating and improving the effectiveness of marketing communications strategies. The current paper applies the audit to Federal Express (FedEx) and the St. Jude Classic. FedEx's involvement in the tournament as the title sponsor serves the firm's business on multiple levels; business-to-consumer; business-to-business; and, firm to community. The audit reveals the FedEx marketing communication messages resonate well with the various targeted segments; yet, based on the audit's results, FedEx could improve on the effectiveness by reallocating resources to the most effective media.

The NVIDIA® championships at QuakeCon 2005

Tournament line up includes a little old school, a little new school, and $150,000 in cashMESQUITE, Texas -- June 10, 2005 -- The NVIDIA Championships at QuakeCon will take on a slightly different flavor in 2005, with new tournaments for gamers to show off their skills as part the 10th annual QuakeCon, the largest four day gaming festival in North America. The Gaylord Texan Resort and Convention Center in Grapevine, Texas will be ground zero for more than 6,000 rabid gamers, all with the chance to compete for $150,000 in cash courtesy of title sponsor NVIDIA, the worldwide leader in graphics processing.

韓国におけるスポーツ産業の現状と課題

The main purpose of this study is to understand the present situation of the Korean Sports industry and to suggest its future task that we to think of. The market related to leisure business in Korea has been getting bigger and bigger gradually 4.4% in 1990, 4.8% in 1993 and 5.5% in 1995. And the annual business amount of leisure business has been increased from 2, 336, 700, 000, 000Won in 1988 to 11, 151, 600, 000, 000Won in 1996. Among the total amount of leisure business, the leisure business related to sports has been considerably increased from 559, 000, 000, 000Won in 1988 to 2, 690, 700, 000, 000Won in 1996. Therefore, in professional sports markets, many of professional teams have been trying to secure sponsor, such as title sponsor or official league sponsor, for themselves. It seems that total sports market business amount will be 800, 000, 000, 000 Won including 300, 000, 000, 000Won of professional baseball, 100, 000, 000, 000Won of professional soccer, 100, 000, 000, 000Won of professional basketball, and the amount of other professional sports, such as, golf, tennis, boxing, etc. It was reported that the annual business amount of sports goods in sports-leisure market, the golf goods was 865, 800, 000, 000Won, sports-leisure goods was 3, 000, 000, 000, 000Won, sports beverages was 300, 000, 000, 000Won and other goods was 721, 400, 000, 000Won. The future task we have to think about from now on are to introduce a sports marketing with low cost but with high effective which can satisfy consumers' various demands and try to increase one' s ability to take quick action for consumers' trend, peoples' life style and fashion change properly.