Corporate Objectives in Sports Sponsorship

Abratt, Russell; Clayton, Brian C.; Pitt, Leyland

doi:10.1080/02650487.1987.11107030

Cited by 131 publications

(74 citation statements)

References 2 publications

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“…일반적으로 잡지에 광고된 담배제품을 본 사람들이 담배를 구입 할 확 률은 21%가 증가되었으며 흡연을 할 때에 선택할 브랜드에 영향을 미쳤다 (Schooler, Feighery & Flora, 1996). (Oh, 2014, Joe, Oh.. 2009Rothman, 1991) (Abratt, Clayton, & Pitt, 1987;Blum, 1994;Slade, 1994). 1997년과 …”

Section: 국내의 담배관련unclassified

A study on the sponsorship tactics of transnational tobacco companies in Korea: Review and analysis of tobacco industry internal documents

Kim¹,

Lee²,

Kang³

2016

Korean Journal of Health Education and Promotion

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Objectives: In this study, it was analyzed which marketing activity strategy multinational tobacco companies established against Republic of Korea through their internal documents and it was checked out how the marketing activities mentioned in the documents turned out to be actually. Methods: For that, analyzed the internal documents of tobacco companies after connecting Legacy Tobacco Documents Library(LTDL). Three documents were selected finally out of total searched 1,752 documents except the ones that did not include the theme or not appropriate. Results: Internal documents analysis showed that people smoke because the filter of cigarette shown in the movies looks nice. Tobacco companies carried out the marketing through sponsorship of soccer games, F1 Grand Prix was found in the internal documents. Conclusions: The legal restriction on marketing activities of tobacco companies should be enhanced by removing the articles of allowing advertisement and promotion for tobacco companies in Korean domestic law.

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Section: 국내의 담배관련unclassified

A study on the sponsorship tactics of transnational tobacco companies in Korea: Review and analysis of tobacco industry internal documents

Kim¹,

Lee²,

Kang³

2016

Korean Journal of Health Education and Promotion

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“…In addition to the on-site audience, companies fulfill their promotional objectives by including advertising in the mass media, especially if the sponsor's brands are repeatedly seen during television broadcasts. Companies also view the event as the basis for possible exposure to regional, national or international television, radio, and print audiences that may number in the millions (Abratt et al, 1987). It is therefore deduced that when members of these audiences encounter the brand name, logo, or products at a later stage, they might remember that the particular company has sponsored a sport or sporting event and their intention to purchase these products might increase.…”

Section: Applying Sponsorship To Communication Theorymentioning

confidence: 99%

Media exposure and sponsor recall: Cricket World Cup 2003

Heerden¹,

Kotzé²,

Bruwer³

2004

SA J. Res. Sp.

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“…The sport has witnessed increasing on-track attendance and media coverage; associated with this has been a marked increase in sponsor support from larger, often global organisations dominated by marketing professionals. The psychological mindset of such personnel may be to view sponsorship purely as a commercial investment (Walliser, 2003) from which multiple commercial returns are sought (Abratt et al, 1987). Yet, the level of cultural connection and involvement of some manufacturers with the sport suggests sponsorship action in BSB championships may i ncorporate social identification with a prestigious group (Dutton et al, 1994); a capacity to self-categorize as a fan of the sport (Ellemers et al, 1999;Hunt et al, 1999) and potentially a tribal connection may exist (Cova and Cova, 2002).…”

Section: Sub-cultural and Tribal Associations In The Research Contextmentioning

confidence: 99%

Tribal motivation in sponsorship and its influence on sponsor relationship development and corporate identity

Garry¹,

Broderick²,

Lahiffe³

2008

Journal of Marketing Management

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Whilst the literature on sponsorship suggests it has evolved from a philanthropic gesture to a strategic tool that mangers leverage to provide sustainable competitive advantage, this paper reports on a study which suggests other motivational factors may be on par with or supersede commercial or altruistic considerations. Drawing on self identification, social identity and tribal marketing literature, the paper explores the concept of tribal support as a motivational factor for sponsorship participation and examines the moderating effect this may have on sponsor-object relationship development and on corporate identity development. Findings show strong sub-cultural, tribal connection and variations in self and social identification among sponsors and demonstrate how sponsorship motivation affects sponsor relationship development, sponsor-event fit, brand association and corporate identity development in complex ways.

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Corporate Objectives in Sports Sponsorship

Cited by 131 publications

References 2 publications

A study on the sponsorship tactics of transnational tobacco companies in Korea: Review and analysis of tobacco industry internal documents

A study on the sponsorship tactics of transnational tobacco companies in Korea: Review and analysis of tobacco industry internal documents

Media exposure and sponsor recall: Cricket World Cup 2003

Tribal motivation in sponsorship and its influence on sponsor relationship development and corporate identity

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