The role of fan benefits in shaping responses to sponsorship activation

Dreisbach, Jan; Woisetschläger, David M.; Backhaus, Christof; Cornwell, T. Bettina

doi:10.1016/j.jbusres.2018.11.041

Cited by 23 publications

(28 citation statements)

References 51 publications

(73 reference statements)

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“…First, investment in sponsorship at a global level has increased significantly in recent years, from $16.6bn in 1996 (Meenaghan, 1998) to $65bn in 2018 (Cornwell and Kwon, 2019). Second, competition in the sponsorship market has also increased as the number of leagues and sports, their global reach and the number of sponsors per team or event have also grown (Dreisbach et al, 2018). Lastly, the measurement of the return on investment (ROI) in sponsorship is still a handicap within the industry because almost half of sponsors do not have standardized indicators to measure ROI (Meenaghan et al, 2013).…”

Section: Introductionmentioning

confidence: 99%

The effect of quality and leverage on the image transfer model: the moderating role of involvement

Santos

Moreno

Gascó

et al. 2020

IJSMS

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PurposeThe aim of this study is to examine the influence of perceived sponsorship leverage on perceived product quality and the image transfer model, under moderation by fan involvement.Design/methodology/approachA self-report online survey was carried out after the 2018 FIFA World Cup in Russia. Responses were received from 422 individuals in 21 countries. The leverage scale was validated using exploratory factor analysis. Then, partial least squares–structural equation modeling was employed to examine the validity and reliability of the scales and test the structural model. Finally, multigroup analysis was used to examine how involvement moderates the influence of leverage.FindingsAttitudes toward sponsorship and purchase intention are influenced by the perceived leverage and quality of the product. The multigroup analysis shows that perceived leverage does not influence the attitudes of individuals with low involvement. The influence of perceived leverage on perceived product quality is greater in individuals with high involvement.Research limitations/implicationsSponsors should use collateral marketing strategies to target specific segments of individuals with high and low involvement separately. Showcasing the sponsoring products of brands renowned for their high quality could positively influence the results of sponsorship.Originality/valueThis article contributes to the sponsorship literature by exploring how sponsors can capitalize on collateral marketing actions. It also contributes to the theory of image transfer by exploring how perceived product quality can influence the effectiveness of sponsorship.

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Section: Introductionmentioning

confidence: 99%

The effect of quality and leverage on the image transfer model: the moderating role of involvement

Santos

Moreno

Gascó

et al. 2020

IJSMS

View full text Add to dashboard Cite

show abstract

“…According to Olson and Thjømøe (2011) this situation could be determined by the type of articulated message. The articulation in this research had a social orientation that could be perceived as insincere; articulations based on social or economic benefits (Dreisbach et al , 2018) could have a significant effect on congruent sponsors.…”

Section: Discussionmentioning

confidence: 91%

“…The type of articulation could also be a moderating factor. It would be necessary in future studies to compare the results with different types of articulation, for example analogical (Madrigal and King, 2018) or symbolic, financial or social (Dreisbach et al , 2018).…”

Section: Limitations and Future Researchmentioning

confidence: 99%

“…The effectiveness of sponsorship as a communication technique has been widely demonstrated in the literature (Cornwell, 1995; Novais and Arcodia, 2013). The current academic trend in the area studies how to maximize the investment in sponsorship through communications and marketing activities related to the sponsorship, but that are collateral to the main investment (leverage) (Dreisbach et al , 2018; Human et al , 2018; King and Madrigal, 2018; Madrigal and King, 2018).…”

Section: Introductionmentioning

confidence: 99%

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The effect of articulated sports sponsorship on recall and visual attention to the brand

Santos

Sánchez‐Franco

Gascó

2020

IJSMS

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PurposeThe objective is to examine the influence of articulation on the effectiveness of sports sponsorship.Design/methodology/approachThis research uses an experimental design with the following factors: articulation (articulated vs unarticulated), congruence (congruent and incongruent) and sporting discipline (tennis, F1 and sailing).FindingsEven though the academic literature argues that articulation improves the indicators of performance, the authors have been unable to demonstrate that articulated sports posters have an influence on visual attention, congruence or recall. The results show that articulation diverts visual attention from the brand to the text, diminishing recall.Originality/valueThis is the first manuscript to use neurophysiological measures of the articulation effect. This is also the first manuscript that examines the differences in attention between articulated sponsorships based on their congruence.

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“…Meenaghan (1983), p. 9 defined sponsorship as “the provision of assistance either financial or in-kind to an activity by a commercial organization for the purpose of achieving commercial objectives.” There are other motivations for sponsoring a property, for example, philanthropic, television coverage, promotion to spectators who comprise a target market (Cornwell and Maignan, 1998). Dreisbach et al (in press) developed a model combining elements of social, symbolic and financial benefits that leads to understanding why consumers participate in sponsors’ activations. These scholars found that consumers react best to sponsorships that seem to be motivated by philanthropy.…”

Section: Introductionmentioning

confidence: 99%

An attitudinal approach to determining Sponsorship ROI

Nickell

Johnston

2019

MIP

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Purpose Using multi-wave survey data, the authors quantified the financial impact of a sponsorship. The purpose of this paper is to predict the number of new buyers based upon changed brand attitudes, consistent with a hierarchy of effects model. The authors then established the financial return on the sponsorship spending by estimating the customer lifetime value (CLV) of these new buyers. Design/methodology/approach The authors collected the data around a major college football bowl game. Six phases of data collection were used to determine purchasing behavior and brand attitudes of attendees before and after the sponsored event, in comparison to television viewers of the event and the general public. The authors applied Lavidge and Elrick’s (1961) attitudinal constructs as the independent variables in a logistic regression to predict future purchase. The final data collection was used to validate the model’s prediction. Findings The findings show that the model accurately predicted the number of new customers after one buying cycle for the sponsor’s products. The authors also quantified the positive impact of the sponsorship on the CLV of existing customers within the same time frame. Originality/value The managerial implications of this study are significant. Sponsorships are highly risky, with fixed outlays up front, and unclear benefits to be realized in the future. The authors provide a methodology that not only allows sponsors to measure the effectiveness of the sponsorship, but to determine the return on their sponsorship investment. The authors have taken consumer behavior theory from marketing communications research and combined it with CLV tools, thus allowing marketers to determine the number of new customers that a sponsorship generates, as well as how it influences the buying patterns that drive CLV.

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The role of fan benefits in shaping responses to sponsorship activation

Cited by 23 publications

References 51 publications

The effect of quality and leverage on the image transfer model: the moderating role of involvement

The effect of quality and leverage on the image transfer model: the moderating role of involvement

The effect of articulated sports sponsorship on recall and visual attention to the brand

An attitudinal approach to determining Sponsorship ROI

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