Sponsorship and image: a replication and extension

Pope, Nigel Kenneth; Voges, Kevin E.

doi:10.1080/135272699345716

Cited by 42 publications

(37 citation statements)

References 5 publications

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“…However, the finding that loyalty to the sponsoring brand has little impact on consumer response to sponsorship packaging is in contrast to the majority of previous sponsorship research, which has suggested that positive attitudes toward a sponsor are associated with favorable perceptions and intentions to purchase a sponsor's product (Gwinner, 1997;Pope and Voges, 1999;Speed and Thompson, 2000). The literature also suggests that attitudes and opinions are important precursors to behavioral intentions, in general; however, authors have found that, in low-involvement purchase decisions (e.g., grocery products), positive opinions about the brand have a weak or limited impact on purchase intentions of the sponsor's brand (Hoek, Gendall, and Theed, 1999;Lacey, Sneath, Finney, and Close, 2007).…”

Section: Discussioncontrasting

confidence: 51%

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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Section: Discussioncontrasting

confidence: 51%

The Impact of Sponsorship Awareness in Low Involvement Settings

Woodside

Summers

2012

CMR

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“…With this in mind, felt involvement (in general) and enduring involvement with the sponsored event are variables that may influence the information processing of a sponsorship and are expected to infiuence consumers' perceived congruence between sponsor and event. It seems reasonable that other forms of involvement (e.g., with the product category of the sponsor) warrant further investigation, however; at least one study examining purchase decision involvement found that this did not co-vary with corporate image effects stemming from sponsorship (Pope and Voges 1999).…”

Section: Consumer Knowledgementioning

confidence: 99%

“…Similarly, Nicholls, Roslow, and Dublish (1999) cued tennis and golf event attendees with product category information and sought their top-of-mind brand awareness. Pope and Voges (1999) sought to measure the relationship between the belief that a company was involved in sponsorship and corporate image. They provided the name of a possible sponsor and asked respondents whether the company was involved in sponsorship, and also asked them to rate dimensions of the company's image.…”

Section: Cognitive Outcomesmentioning

confidence: 99%

Sponsorship-Linked Marketing: Opening the Black Box

Cornwell

Weeks

Roy

2005

Journal of Advertising

503

397

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Sponsorship of sports, arts, and causes has become a mainstream marketing communications tool. A great deal of fieldwork has attempted to gauge the relative effectiveness of sponsorship in a marketing context, but these weakly controlled field studies contribute little to our understanding of how individuals process sponsorship-linked marketing communications. By considering possible underlying information-processing mechanics, individual-and group-level factors, market factors, and management factors, together with theorized sponsorship outcomes, this paper offers a model of consumer-focused sponsorship-linked marketing communications that summarizes and extends theoretical understanding of the topic.

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“…An analysis of 180 responses to a survey of recall and recognition of televised State of Origin Rugby League matches in Australia, led Pope and Voges (1997) to conclude that three or four signage locations are most beneficial for recall and recognition effects at televised stadium sporting events. Shilbury and Berriman (1996), who conducted recall and recognition of sponsors and advertisers at the St. Kilda Australian Football League club in Australia, observed that sponsorship needs time to be recalled and recognised.…”

Section: Recall As a Media Vehicle Effectmentioning

confidence: 99%