Increasing sponsorship effectiveness through brand experience

Abstract

This research investigates whether creating a brand experience during a sponsored event can add to the success of that sponsorship. It is posited that a direct brand experience might harvest its own intrinsic benefits by intensifying consumers' direct contact with the sponsoring brand. To examine this proposition we conducted a quasi-experimental field study. During a sponsored marathon event in April 2010 data were collected. One of the main sponsors of the event, a well known financial services company, created a brand experience in which all runners could participate. In this brand experience -the 'running support truck' -runners could engage in activities related to running, including chat sessions with fellow athletes, free massage, information about running and diets, and a free running shirt. The sponsor's brand name was present in all activities. Two weeks after the event, runners were invited, by email, to complete an online survey questioning them about the marathon and the sponsoring brand (i.e. top of mind awareness, brand recall and brand attitude). We compared the data of participants who ran the marathon and also engaged in the brand experience with those who solely ran the marathon. The results

Brand experience formation mechanism and its possible outcomes: A theoretical framework

“…When consumers are exposed to event marketing initiatives, this results in an experience, and subsequently shapes a judgment in relation to that initiative (Zarantonello & Schmitt, 2013). Many studies have talked about live events as a key opportunity that engages and connects customers to the live event experience (Akaoui, 2007;Fransen, van Rompay, & Muntinga, 2013). Whelan and Wohlfeil (2006) identified event marketing as a catalyst for engaging a customer with the brand that results in a brand experience.…”

“…Brand attitudes deal with the general evaluative judgments in relation to a brand, whereas brand experiences are specified as behavioural and internal responses that are non-evaluative. Shamim and Butt (2013) identify that brand experience influences brand attitude positively; Fransen et al (2013) mention that experience increases positive attitudes towards the sponsoring brand; and Zarantonello and Schmitt (2013) found that attitude towards a brand is generated through brand experience. Therefore, it is correct to state that brand experience plays a significant role in developing a consumer's attitude towards any particular brand and it leads to the eighth research proposition of the study.…”

Descrição de um Caso Envolvendo Marketing de Experiência Através de Patrocínio Esportivo no Segmento B2B

“…Uma das possíveis ações no B2B, que trabalha com os atributos emocionais durante as relações da empresa e seus compradores, é o Marketing de Experiência (Brakus, Schmitt, & Zarantonello, 2009;Fransen, Van Rompay, & Muntinga, 2013). A principal característica do Marketing de Experiência é proporcionar experiências onde os indivíduos são estimulados a terem algum tipo de estímulo emocional e assim, convencê-los a uma compra ou a uma boa Brand Equity do produto/empresa organizadora ou promotora de uma determinada experiência (Schmitt, 1999).…”

Cost of recognisability of a sponsor?s brand achieved through TV broadcasts

“…Literature dedicated to measurement of sports sponsorship effectiveness includes investigations where the measurement of the recognisability of sponsors' brands constitutes the main or one of adopted goals, or has played a supporting role in achieving these objectives (see: Ho Keat Leng, 2017;Biscaia et al, 2014;Fransen et al, 2013;Walraven et al, 2014;Aiken et al, 2015). However, examinations of brand recognisability are not the only choice for sponsoring enterprises desiring to assess the effects of their commitment to the sponsorship.…”