Assessing the Effectiveness of Sport Sponsorships — An Empirical Examination

Grohs, Reinhard; Wagner, Udo; Vsetecka, Sabine

doi:10.1007/bf03396689

Cited by 167 publications

(159 citation statements)

References 26 publications

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“…Responses to a certain message are depending on both situational and enduring involvement, i.e. both the immediate excitement and the long-term interest of the sport as such (Grohs et al, 2004;Tsiotsou, 2013). These different dimensions and levels of involvement can be related to the level of sociological and psychological attachment a consumer has in relation to a club (Beaton and Funk, 2008;Funk, 2008;Funk andJames, 2001, 2006).…”

Section: Football Clubs As Mediatorsmentioning

confidence: 99%

Football clubs as mediators in sponsor-stakeholder relations

Junghagen

2018

SBM

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. Design/methodology/approach -The study is based on a case study approach, taking its point of departure in two sponsor brand management paradigms, the projective and relational paradigm. The case of Malmö FF in the Swedish top tier league and the club's official partners has been chosen to exemplify the commercially immature context. Findings -The study has shown that the most important value the club can provide for sponsors is to act as a mediator in sponsor-stakeholder relations. Exposure effects are subordinate to the relational effects sponsors achieve through their sponsorship.Research limitations/implications -The study indicates that the relational construct in the sponsorship literature should to a greater extent include sponsor-stakeholder relations, beyond the sponsor-club dyad, in a context of commercial immaturity. Practical implications -The results indicate that club management should engage in stakeholder management with a strong focus on stakeholders of sponsors to provide value for these sponsors. Originality/value -This study explores a new dimension to the relational construct of sponsorship, using the relational paradigm of brand management in a context of commercial immaturity. The mediating effect of the club is a contribution to the discourse on the relational construct.

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Section: Football Clubs As Mediatorsmentioning

confidence: 99%

Football clubs as mediators in sponsor-stakeholder relations

Junghagen

2018

SBM

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“…The vast majority of these studies has shown that a high level of congruence between a brand and a sponsored event facilitate memorisation of the sponsor-event link, using either the sponsor or the event as a cue (Cornwell et al, 2006;Grohs, Wagner and Vsetecka, 2004;Johar and Pham, 1999;Rodgers, 2004). For example, Grohs, Wagner and Vsetecka (2004) have shown 1 Readers can consult Fleck and Maille (2010) and Maille and Fleck (2011) for a detailed review of the literature on congruence and the influence of congruence in general as well as in the specific field of sponsorship.…”

Section: Congruence and Sponsor Memorisationmentioning

confidence: 99%

“…Researchers have therefore examined the factors that encourage unaided and aided recall of the sponsors' brands (e.g., Walliser, 1996). Several authors have shown that an increase in congruence between the sponsor and the sponsored entity improves unaided and aided awareness of the former (e.g., Cornwell et al, 2006;Grohs, Wagner and Vsetecka, 2004;Quester and Farrelly, 1998;Rodgers, 2004). Congruence can be defined as the perceived fit between the sponsor and the event sponsored (Speed and Thompson, 2000).…”

mentioning

confidence: 99%

Mémorisation des parrains : l’influence de la congruence du parrainage réexaminée à l’aide du modèle de flexibilité de l’encodage

Trendel

Warlop

2013

Recherche et Applications en Marketing (French Edition)

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“…Sponsored property identification indicates the extent to which consumers identify themselves with a specific activity (be it leisure activity or a cause) through their engagement with the property (Grohs, Wagner, and Vsetecka, 2004) (e.g. the fanatic loyalty of an Australian Cricket Team fan).…”

Section: Introductionmentioning

confidence: 99%

The Impact of Sponsorship Awareness in Low Involvement Settings

Woodside

Summers

2012

CMR

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The rapid growth of corporate sponsorship (USD $44 billion worldwide), has led to the emergence of 'sponsorship clutter.' As a large proportion of companies that are involved with sponsorship have a primary objective of increasing brand awareness, it has become increasingly important to determine how awareness influences consumer responses to sponsorship. However, despite a breadth of understanding surrounding sponsorship and how it impacts consumer behavior, few studies have considered sponsorship from a packaging perspective; particularly in low involvement settings. Using structural equation modeling, this research empirically investigated the relationship between awareness of sponsorship arrangements and consumer response to sponsorship packaging. Results indicate that while leveraging sponsorship on grocery packaging positively impacts consumer responses toward the brand, prior awareness appears to have little impact on this response. Further, awareness of the sponsorship arrangement moderates the relationship between the perceived fit of the arrangement and a consumer's response to the sponsorship packaging. That is, for consumers who are not yet aware of a sponsorship arrangement, perceived fit plays a greater part in consumer response. The understanding offered in this paper has strategic relevance for brand managers in guiding sponsorship and package design decisions.

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Assessing the Effectiveness of Sport Sponsorships — An Empirical Examination

Cited by 167 publications

References 26 publications

Football clubs as mediators in sponsor-stakeholder relations

Football clubs as mediators in sponsor-stakeholder relations

Mémorisation des parrains : l’influence de la congruence du parrainage réexaminée à l’aide du modèle de flexibilité de l’encodage

The Impact of Sponsorship Awareness in Low Involvement Settings

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