Building contemporary brands: a sponsorship-based strategy

Cliffe, Simon J.; Motion, Judy

doi:10.1016/j.jbusres.2004.03.004

Cited by 129 publications

(83 citation statements)

References 40 publications

(39 reference statements)

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“…The firms promised to provide particularly good cases to explore strategic brand management from multiple perspectives. For example, the apparel company's context-dependent nature and reliance on sponsoring promised insights concerning experience-and meaning-driven brand management (Cliffe & Motion, 2005). By contrast, ski resorts' resource-based nature and view on capacity utilization and services/products as key value drivers promised insight into efficiency-driven product brand management (Flagestad & Hope, 2001).…”

Section: Data Sources and Data Collectionmentioning

confidence: 99%

Strategic brand management: Archetypes for managing brands through paradoxes

Högström

Gustafsson

Tronvoll

2015

Journal of Business Research

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Although brands are acknowledged as significant assets in a firm's value creation and differentiation process, branding literature often describes opposing perspectives and contradictory demands. This article develops a framework of three strategic brand management archetypes that provide new insights into the complexity and often paradoxical ambiguity of branding. By combining an empirical qualitative study with extant brand management and relational exchange theory, the authors suggests that firms create, reinforce, switch, or allow certain brand management archetypes to coexist to optimize specific effects and manage paradoxes. From a managerial perspective, the article suggests that understanding strategic brand management and related paradoxes is fundamental for organizations to achieve desired effects with their value creation.

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Section: Data Sources and Data Collectionmentioning

confidence: 99%

Strategic brand management: Archetypes for managing brands through paradoxes

Högström

Gustafsson

Tronvoll

2015

Journal of Business Research

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“…Davies and Tsiantas' (2008) Optimal Leveraging Activity model recommends a relationship-oriented approach for high involvement brands, targeting customer retention through customer contact and PR activities. The creation of sponsorship-linked events is an effective means by which sponsorship can be leveraged to engage consumers on a behavioural level (Whelan and Wohlfeil, 2006); this strategy, for example, was employed to good effect by Vodafone New Zealand through the creation of brand experiences around its rugby sponsorship (Cliffe and Motion, 2005).…”

Section: Sponsorship Leveragementioning

confidence: 99%

Leveraging sponsorship to achieve consumer relationship objectives through the creation of ‘marketing spaces’: An exploratory study

Donlan

Crowther

2012

Journal of Marketing Communications

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This paper explores the emergence of sponsorship-linked events as a strategy to leverage relational outcomes through sponsorship investment. The growing use of sponsorship-linked events reinforces the need to understand the potential of such leverage strategies, thus the findings contribute to the body of literature on effective sponsorship practices. Findings from semi-structured interviews with Sponsorship and Marketing Managers suggest a shifting orientation among sponsors towards the pursuit of relational objectives. The privileged access to consumers afforded through sponsorship allows sponsors to manufacture opportunities to create intimacy with customers through sponsorshiplinked events in relaxed, comfortable environments; thus sponsorship-linked events are positioned as a rich environment to add value to consumer-brand interactions and achieve relational objectives.Hosting specifically designed events affords sponsors an increased modicum of control over consumer-brand experiences in sponsorship environments characterised by a lack of control over sponsored property actions. However, this control may be eroded by social media technologies, which facilitate consumer-consumer communication around sponsorship-linked events. Social media, however, is proposed as a useful tool to elicit consumer feedback, addressing the misalignment between current sponsorship evaluation practices and emergent relational objectives revealed in the empirical findings. Therefore, successfully activating the sponsorship-linked marketing space demands an integrated and strategic approach.

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“…The importance of such sponsorship may be explained through several reasons, such as its influence on brand strategy (Cliffe, & Motion, 2005), the emergence of recent studies on purchase intention relationship (Bachleda, Fakhar, & Elouazzani, 2016), and the fact that the value of brand exposure on in-program time is between 20 and 35% of the value of exposure on commercial time (Jensen, & Gobbs, 2014;Olson, & Thjømøe, 2009).…”

Section: Introductionmentioning

confidence: 99%

Sponsorship Evaluation of Soccer Teams: An Exploratory Study of São Paulo State League

Cuoghi

2017

PODIUM

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Brazil is developing in sport management, what gets Brazilian soccer teams to take less advantage over the several means of raising income that exist, among which there is sport sponsorship. In this sense, given its importance and considering the gap of studies using new methods for sponsorship evaluation in Brazil, as well as the importance of A-1 series of São Paulo State League (Campeonato Paulista de Futebol, in Portuguese) -which has not been studied yet -, this paper presents the brands that sponsored the 20 clubs that participated in the aforementioned championship in 2012. We separated the sponsors of the clubs into technical and commercial, pointing out the television media exposure time of each brand to demonstrate strategies that contribute to sport sponsorship and to the soccer teams. The research conducted was exploratory, with consultation to primary and secondary data. Therefore, the theoretical background used was about sport sponsorship and the Brazilian context, and sponsorship evaluation. The results pointed out to a configuration in which major international companies sponsored, preferably, major clubs, obtaining wide exposure on television media. On the other hand, smaller companies, located near the clubs' headquarters, sponsored clubs that participated with lower frequency in the championship, obtaining lower exposure on television media. Finally, the study provided the perception of the benefits that certain sponsorship strategies to smaller clubs may generate by allowing wider television media exposure when the clubs are sponsored concurrently. Keywords EVALUACIÓN DE PATROCINIO DE CLUBES DE FÚTBOL: UN ESTUDIO EXPLOTATORIO EN EL CAMPEONATO PAULISTA RESUMENBrasil está en desarrollo en la gestión deportiva, lo que hace que los clubes brasileños de fútbol obtengan menos ventajas con las diversas formas de generación de recursos que existen, destacándose, entre ellas, el patrocinio deportivo. En este sentido, dada la importancia de este, considerando la brecha de estudios que involucra nuevos métodos para la evaluación de patrocinios en el contexto brasileño y la importancia del Campeonato Paulista de Fútbol (Campeonato Paulista de Futebol, en Portugués) -que aún no ha sido estudiado -, este estudio identificó las marcas que patrocinaron a los 20 clubes del Campeonato en el año 2012. Los patrocinadores fueron separados en técnicos y comerciales, siendo presentada la exposición en medios de televisión de cada club para demostrar estrategias que contribuyen al patrocinio deportivo ya los clubes de fútbol. La investigación conducida fue exploratoria, con consulta a datos primarios y secundarios. La revisión teórica abarcó la temática de los patrocinios deportivos y el contexto brasileño, así como la evaluación de patrocinios. Los resultados demostraron la configuración en que grandes empresas internacionales patrocinaron, preferentemente, clubes más grandes, obteniendo amplia exposición en medios de televisión. Por otro lado, empresas menores, ubicadas cerca de la sede de los clubes, pa...

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Building contemporary brands: a sponsorship-based strategy

Cited by 129 publications

References 40 publications

Strategic brand management: Archetypes for managing brands through paradoxes

Strategic brand management: Archetypes for managing brands through paradoxes

Leveraging sponsorship to achieve consumer relationship objectives through the creation of ‘marketing spaces’: An exploratory study

Sponsorship Evaluation of Soccer Teams: An Exploratory Study of São Paulo State League

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