Sports sponsorship effects on customer equity: an Asian market application

The authors of this study investigate sponsorship effects on customers in Korea and China, specifically to determine whether current sponsorship research applies to Asian countries and whether the model is significantly different between Korea and China. For this purpose, 251 Koreans and 309 Chinese participated in a survey. The findings suggest that appropriate fit between the sponsor and the sports event enhances brand loyalty and customer equity by positively influencing attitude toward the sponsor and brand image. However, in China, the sponsor's fit did not directly impact brand image. As expected, sporting event experience search positively affects attitudes toward the sponsoring brand, which enhances brand image. Koreans' more favourable attitude toward the sponsoring brand positively influences their brand preference, but favourable attitude does not significantly affect Chinese consumers' perceived congruency with a product. Brand image positively impacted brand preference, and therefore confirms brand personality's congruence effect in both countries. Both brand image and brand preference directly and positively enabled brand loyalty to develop more favourable customer equity. Koreans, however, showed higher effects in the relationships between brand image and brand loyalty and between brand loyalty and customer equity.     

The influence of sport sponsorship on brand equity and purchase behavior

Abstract

Drawing on Aaker’s brand equity model and Keller’s brand engagement concept and building on the sponsorship between a professional basketball club and a software company, this study examined how sport sponsorship affects brand equity and purchase behavior of the sponsor’s product. Data from 222 survey respondents were collected and analyzed using structural equation modeling techniques. The results provided evidence that perceived quality and brand engagement impact brand loyalty and purchase behavior of fans toward the sponsor’s product. Perceived fit between sponsor and sponsee and team identification were found to influence significantly sponsor’s brand equity constructs. The study extends Aaker’s model in the sport sponsorship context and highlights the influential role of perceived quality and brand engagement on driving sport team fans to form brand loyalty and purchase sponsor’s product.     

Building brand equity with cause-related marketing: A comparison with sponsorship and sales promotion

Building brand equity is a key objective for a range of communication activities; however, greater understanding is required on how different communication options compare in their impact on consumer response to a brand. In particular, firms are increasingly using cause-related marketing (CRM) to achieve business as well as social objectives, yet there has been limited research comparing the effectiveness of this strategy to other communication methods that may achieve similar brand-related outcomes. Using an experimental design, we examine consumer attitudes toward CRM and CRM's impact on brand attitude compared with two other communication options: sponsorship and sales promotion. Our results show that consumers respond more positively to CRM and that this strategy can be more effective in achieving brand-related objectives. However, consumers must perceive that the partnered cause fits with the brand. In fact, perception of fit plays a more critical role in determining the impact of CRM than in the impact of sponsorship or sales promotion. These findings suggest that when firms are considering their communication mix, CRM can be a more effective way of developing favorable brand associations, but managers must associate with causes that consumers will perceive to fit with the brand. Furthermore, this fit should be communicated.     

Digital touch in sponsorship: Getting closer to the brand through virtual reality

Supporters are consuming more and more sporting events through digital platforms. Brands should adapt to these new consumption patterns in order to strengthen their connection with their customers. Today, researchers and practitioners can create more interactive and enjoyable experiences through virtual reality (VR) applications. Through two studies conducted on VR during sporting events, we show that mentally representing the touch experiences of players on the field reduces the psychological distance between the supporter and the player, which strengthens the supporter's attachment to the team and, through the same attachment, to the sponsor (Study 1). We also highlight that these positive effects of VR compared to real touch (using a player's jersey) is linked to the improvement of immersion, which stimulates touch imagery (Study 2). We discuss the implications of this research for theory and practice in the sports business and other sectors.     

The role of sponsorship fit for changing brand affect: A latent growth modeling approach

Using a latent growth modeling (LGM) approach, this study examines the controversial role of perceived sponsor–event fit in inducing changes in brand affect. On the basis of two longitudinal studies related to the 2010 FIFA World Cup and the 2012 London Olympics, the authors determine that fit and brand affect increase linearly over time. Resolving an apparent conflict in the marketing literature, the results show that the initial level of fit relates positively to the initial level of brand affect, but relates negatively to the subsequent increase in brand affect. Moreover, a significant and positive association emerges between the change trajectories, such that a steeper increase in perceived fit results in a faster rate of brand affect improvement. Furthermore, the initial level of brand affect is associated with subsequent increases in neither brand affect nor fit. Therefore, incongruence resolution is key to ensuring that sponsorship improves brand affect. Finally, both attitude toward the sponsorship and event involvement have positive impacts on subsequent increases in both brand affect and perceived fit.     

When ambush marketing is beneficial to sponsorship awareness: creating sponsor distinctiveness using exclusivity and brand juxtaposition

ABSTRACT

Ambush marketing is a contentious practice whereby brands communicate an association with an event without being an official sponsor. Those involved in sponsorship commonly try to limit it by restricting ambusher activity in event contexts. We introduce theoretical ideas around distinctiveness to explain that sponsors may actually fare better in terms of awareness outcomes when ambushers are present in the event context, if they strategically use ambusher presence to highlight their own distinctive sponsor status. Across two experiments we show that sponsor distinctiveness can be achieved by communicating sponsorship exclusivity in ambusher presence, and by facilitating juxtaposition of sponsor and ambusher messages. Results include increased recall to sponsor cues, and reduced recall to ambusher cues. The findings suggest ambusher restrictions may sometimes be counter-productive.     

我国体育赞助发展原因探析

我国的体育赞助从上个世纪80年代开始出现,规模不断增大,到2008年北京的奥运会,体育赞助得到空前的发展。本文从经济、法规政策、媒介、企业和消费者等几个方面对我国的体育赞助的快速发展的原因进行梳理和分析。     

Rules of engagement: A discrete choice analysis of sponsorship decision making

Abstract

This paper draws on exchange and utility theories to propose and test a model of sponsorship decision making using discrete choice analysis. Grounded in prior sponsorship research and current management practice, the model describes sponsorship selection as a sequence of choices about sponsorship packages of differing value. The core thesis is that managers attempt to maximise their utility when selecting sponsorships by evaluating the various pay-offs from the alternatives available. This research applies a simulated choice-based experiment with 196 sponsorship managers to assess their preferences for a set of criteria likely to shape their future decisions about sponsorship selection. While perceptions of brand-image congruence and relationship quality significantly affect sponsor preferences, contrary to some evidence, short-term business arrangements appear more desirable than longer-term sponsorships.     

Tiger Woods,Nike, and I are (not) best friends: how brand's sports sponsorship in social-media impacts brand consumer's congruity and relationship quality

This study examines the effects of brand's sports sponsorship in social media on brand consumer's congruity and brand relationship quality. The study included a survey of targeting consumers whose ages range between early twenties and late forties; data from 322 respondents were collected. The results are as follows. First, brand's sports sponsorship in social-media activities relating to sports brands has significant effects on brand consumer's congruity. Second, this congruity significantly influences brand relationship quality. Third, male consumers, who have previously purchased products and services associated with a sports brand, perceive the sponsor's brand image more positively when they are exposed to the sponsor's brand's sports sponsorship in social-media activities, compared to those consumers having no previous purchases of the sponsored brand. Lastly, consumers in their forties with prior experience consuming the sponsor's brand products are most affected by the level of self-congruity with the sports brand compared to younger or older consumers.     

Modeling the brand extensions' influence on brand image

Brand-extension strategies enhance success chances of new products, even though they expose brand image to dilution risks. The present work analyzes how brand-extension evaluation can affect the current brand image and proposes a theoretical model formed by five main factors related to brand associations, extension congruency and extension attitude. The model estimation includes structural equation analysis using data from 699 surveys developed under market conditions. The results verify that extension attitude influences brand image, whereas initial brand associations and perceived fit between the new product and either the remaining products (category fit) or the brand image (image fit) are able to strengthen consumer attitude. The study also explains the role of consumer innovativeness as a moderating factor, suggesting that the characteristics of consumer personality could be more important than expected.     

Evolving priorities in sponsorship: From media management to network management

Abstract

Commercial sponsorship has continually adapted to the needs of the market. The purpose of this paper is to tracks these changes and draw out the evolution in management capabilities required to manage sponsorship effectively. Five distinct approaches to sponsorship have been identified from an extensive review of the literature, including: the philanthropic approach, the market-centred approach, the consumer-centred approach, the strategic resource, and finally the relations and networks approach. By examining these approaches, the paper identifies key capabilities required for the future of sponsorship, including network visioning, network orchestration, and relationship portfolio management. This is presented in a four-level framework for sponsorship network management. This paper serves two key audiences. On the one hand, for sponsorship managers, it examines past and future capabilities required to manage sponsorship effectively. For researchers, the paper historically reviews the emergence of sponsorship capabilities and sets out a research agenda to progress our understanding on a network perspective on sponsorship.     

The effectiveness of advertising alcohol products in sports sponsorship

Studies have shown that exposure to sponsorship can influence behavior. However, evidence of the effectiveness of sports advertising and its influence on alcohol consumption is inconclusive. The goal of this research is to examine whether sponsorship by alcohol products receives the same attention as sponsorship by nonalcohol products depending on their congruence and the way they influence the intention to consume. Using sports posters, an experiment was performed to measure attention through eye-tracking. The results show that attention paid to alcohol brands is no greater than the attention paid to incongruent brands and is no different from the attention paid to congruent brands, regardless of gender and sporting discipline. Attention paid to sponsors has no influence on the intention to consume. These results show the need for further research on the effectiveness of sponsorship and its relationship with alcohol consumption.     

Drivers of brand community engagement

Brand community engagement is evolving as a prominent relationship marketing variable that yields promising outcomes for the firms. Drawing upon the relevant premises of social exchange theory, this paper proposes a theoretical model portraying the role of online brand community based benefits (experience based and self-esteem based) and the community relationship investment in predicting the levels of brand community engagement.Data collected through a survey questionnaire technique from 925 members of the firm created online brand communities was employed to test the measurement and structural theory using confirmatory factor analysis and structural equation modeling respectively. The empirical results reveal that the customers’ experiential and self-esteem based benefits drive their brand community engagement. The perceived community relationship investment of the members also drives their brand community engagement positively. The sequential structural model also supported a positive impact exerted by brand community engagement on brand community commitment and brand loyalty. Additionally, it is observed that the focal brand ownership moderates the effect of community benefits and community relationship investment on brand community engagement.This study contributes to the nascent academic research on online brand communities and to the existing understanding of the brand community managers in managing customer engagement in online brand communities, thereby of profound theoretical and managerial relevance.     

地域形象品牌的性质及其树立对策

地域形象品牌是企业和政府普遍忽视的一个重要问题,其实它和企业品牌的发展休戚与共。我国忽视地域形象品牌的建设的成因在于地域形象品牌的公共物品属性、企业错误竞争意识和小农战略意识以及政府的引导监督不力。所以,要树立良好的地域形象品牌,在企业方面,要树立“联合舰队”的合作意识和战略意识,企业实行横向联合和集团化;在政府方面,应积极投资宣传,树立地域形象品牌,同时严格督导企业行为。     

Effect of self-congruity with sponsorship on brand loyalty

The purpose of the paper is to extend self-image congruence research into the corporate sponsorship literature in marketing communications. We do this by developing a conceptual model showing how self-congruity with a sponsorship event affects brand loyalty. The model posits that self-congruity with a sponsorship event has a positive influence on brand loyalty, especially under two conditions: (1) when customers are aware of the firm sponsoring the event, and (2) when customers are involved with the event. The model was tested using data collected from five different surveys (total N = 1588) involving Nextel mobile communications services (brand) in relation to NASCAR Nextel Cup Series (the sponsorship event). The results provide some degree of support for the model.     

How audience and disclosure characteristics influence memory of sponsorship disclosures

The proliferation of sponsored content (e.g., product placement) in television programmes has been a cause of concern as it may violate the right of consumers to know that a message is sponsored. Therefore, new regulations obligate broadcasters to disclose sponsored content. To achieve its goal of informing the consumer, a sponsorship disclosure must be effectively communicated. This study explores how audience and disclosure characteristics influence memory of sponsorship disclosures. Results show that a disclosure at the beginning of a programme results in less disclosure memory compared to a disclosure in the middle or at the end of a programme. The duration of the disclosure does not directly influence disclosure memory, but a disclosure is best remembered when it is displayed longer and viewers are familiar with the programme. Additionally, viewers' programme and disclosure familiarity increase the chance that a disclosure is remembered, while programme involvement decreases disclosure memory. These results contribute to advertising theory and may be useful in the development of effective sponsorship disclosures, as they indicate several conditions under which disclosures are more likely to be remembered.     

The short- and long-term impact of brand placement in an advertiser-funded TV program on viewers' attitudes toward the sponsor brand and its main competitor

The present research investigates how viewers' liking of an advertiser-funded television program (AFP) influences viewers' attitude toward the brand that sponsors the program and its main competitor through a field study at two points in time (N_wave1 = 529 and N_wave2 = 256). An AFP is a television program which is fully sponsored by and built around a sponsoring brand. We test how the perceived program-sponsor brand fit moderates the effect of program liking one week and one month after the program finale. Program liking positively impacts brand attitude for the sponsor, and this effect becomes weaker over time. Program-sponsor brand fit reinforces the positive effect of program liking on brand attitude, especially in the longer term. In the longer term, program liking of an AFP also positively impacts viewers' attitude toward the main competitor of the sponsor.     

The role of brand strength,type, image and product-category fit in retail brand collaborations

Retailer brand collaborations are an underexploited way for retailers to expand product lines and target new segments relatively quickly and cheaply, yet little work has explored the area and the influence of important factors in the image inheritance process remains unknown. Using data from two experiments involving 240 subjects, we examine the role of brand type, brand strength and the fit between parent and brand collaboration product categories to show that a new retail product's image inherits more characteristics from a symbolic parent brand (even when the brand is weak) and when there are higher degrees of parent retailer-image fit. However, fit between the new retail collaboration's product category and that of the parent brands is only important for functional brands. The results help retailers decide which partner to choose to maximize image inheritance.     

An integrated retailer image and brand equity framework: Re-examining,extending, and restructuring retailer brand equity

Retailers are amongst the world's strongest brands, but little is known about retailer brand equity. In spite of their extensive use, we argue that current operational models are too abstract for understanding the uniqueness of the retail industry and too simplistic to understand the interrelationships among the dimensions in the retailer brand equity building process. This study contributes to the existing and largely generic retailer equity frameworks in three ways: first, by incorporating retail specific dimensions from the retailer image literature; second, by re-examining and developing the structures and relationships between the dimensions of retailer equity by testing alternative structures commonly used in the more general brand equity literature; and finally by creating a short and parsimonious scale for assessing retailer brandequity in different contexts. Three alternative models are compared and tested on six brands in both convenience and shopping goods categories, ranging from discount to middle range price levels. The outcome is an operational framework supporting the main building blocks of the conceptual brand resonance model presented in Keller (2001) with seven dimensions structured in a four-step sequence as awareness → pricing policy, customer service, product quality, physical store → retailer trust → retailer loyalty, thereby describing retailer brand equity as a four-step process. The extended, although parsimonious, 17-item retailer equity scale can be used by academics as well as practitioners to examine the underlying values of retailer brands and has the potential to incorporate additional dimensions and attributes to investigate specific retail contexts without creating lengthy questionnaires.     

Congruency and Engagement Test in an Event Marketing Sponsorship Context

Intercept survey data collected at a medium-size Midwestern ethnic festival are used to assess how top-of-mind and aided brand recall are influenced by ethnic congruence among attendees, brand sponsors, and the event, and by the use of passive or engaging sponsor tactics. The results are contextualized by the Elaboration Likelihood Model. Attendees who identify as ethnically congruent are shown to perform significantly better on the aided brand recall instrument. Engaging tactics are shown to produce higher brand recall than passive tactics, as well as more favorable evaluations and higher purchase intent.