The Role of Sponsorship in the Marketing Communications Mix

Meenaghan, Tony

doi:10.1080/02650487.1991.11104432

Cited by 318 publications

(238 citation statements)

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“…One major obstacle they have faced stems from the mixed activities sponsorship entails and the confusion apparent in the literature regarding its definition. White there is a consensus that "... commercial sponsorship involves an investment in cash or kind in an activity, person or idea for the purpose of exploiting the commercial potential associated with this activity" (Meenaghan, 1991), it is necessary to clarify the differences between on-site and broadcast sponsorship.…”

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confidence: 99%

“…The poor performance of sponsorship on consumers' memory process (Pham, 1992), coupled v^-ith changes in sponsors' communication strategies (Meenaghan, 1991) fostered the emergence of Corporate and/ or Brand Image objectives in sponsors' plans in the '90s (Burton, Quester, and Farreily, 1998). An examination of sponsorship performance, therefore, should entail the assessment of its effect on such variables, although few authors have taken this path (Giannelloni, 1990;Walliser, 1994).…”

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confidence: 99%

“…For example, sponsors of the Euro '96 Soccer championship invested, on average, three dollars in such supporting activities for each dollar directly invested in sponsoring the event. The literature reveals a shared belief that the performance of a sponsorship program comes from its "leverage" in other ft)rms of communication including television broadcast, publicity, or sales promotions (Meenaghan, 1989;Abratt and Grobler, 1989;Quester and Thompson, 1999).…”

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confidence: 99%

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Attitudinal Effects of Combined Sponsorship and Sponsor's Prominence on Basketball in Europe

Lardinoit

Quester

2001

JAR

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An experimental study conducted in Europe examined the effects of two types of sponsorship activities, on-site sponsorship and televised broadcast sponsorship announcements, undertaken by basketbali sponsors. A series of videos provided a variety of treatment exposures to four groups of young subjects, the usuai target audience of basketball. The study revealed that the synergy often assumed between on-site sponsorship and teievision broadcast sponsorship does not exist. Furthermore, the main effect of either method were found to differ for each of the two sponsors of contrasted market prominence invoived in the study.

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confidence: 99%

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confidence: 99%

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confidence: 99%

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Attitudinal Effects of Combined Sponsorship and Sponsor's Prominence on Basketball in Europe

Lardinoit

Quester

2001

JAR

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“…Belli bir hedef seyircisine uygun sponsorluk programının ele alınması önemli bir faktördür. Özel hedef kitleye uygun sponsorluk programı oluşturmak için hedef kitlenin demografik, coğrafik, yaşam stili, psikografik faktörlerle ilgili bilgilerin bilinmesi gerekmektedir (21).…”

Section: Tartişma Ve Sonuçunclassified

Spor Sponsorluğunda Sektörel Yaklaşimlar

Karademir¹,

Devecioğlu²,

Çoban³

et al. 2009

Ankara Üniversitesi Beden Eğitimi Ve Spor Yüksekokulu SPORMETRE Beden Eğitimi Ve Spor Bilimleri Dergisi

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ÖZETSponsorluk bir olay ya da faaliyet için direk bir kuruluş yerine bir organizasyon tarafından bir olaya ya da faaliyete yönlendirilen kaynakların karşılanmasıdır. Sponsorluk aracılığı ile sporu kullanan şirket, markalar, dolaylı olarak reklam çalışmalarını gerçekleştirmektedirler. Sosyal anlamdaki spor pazarlaması için firmaların sporu kullanmak üzere sponsorluk yatırımında bulunmadığı görülür. Ancak bu alan için üretilecek toplumsal sosyal sorumluluk projeleri kurumların pazarlama hedefleri için çok etkin bir sahadır. Spor sponsorluğu büyük kitlelere hitap edebilmesi nedeniyle, özellikle ürünlerini ve hizmetlerini kısa zamanda bu kitlelere tanıtmak isteyen firmalarca yapılmaktadır.Bu araştırmanın amacı; Türkiye de spor sponsorluğunda sektörel yaklaşımları tespit etmektir Araştırmada; Veri toplama aracı olarak "anket yöntemi" kullanılmıştır. Anket 2007-2008 yılında kendi illerinde kurumlar vergi sıralamasında ilk 100 e giren işletmeler arasından "tesadüfî örneklem" yolu ile seçilmiş toplam 109 işletmede gerçekleştirilmiştir. Sonuç olarak; Spor sponsorluğuna "tekstil sektörü" nün ilgi gösterdiği, "otomotiv ve sağlık" sektörünün, sporda sponsorluğun "sosyal bir sorumluluk olduğu"nu "gıda ve akaryakıt" sektörlerinin "ürünlerini tanıtımları" ile ilgili olarak, spor sponsorluğuna katılım sağladıkları, sponsor olarak "hedef kitlelerine ulaşım" sağlamada "gıda ve otomotiv" sektörlerinin ön plana çıktığı görülmüştür.

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“…That is, sponsorship is more of "an investment, in cash or in-kind, in an activity, in return for access to the exploitable commercial potential associated with that property" [27] (p. 36). Sponsorship typically involves the following three agents: a sponsor, property, and consumers [28].…”

Section: Socially Responsible Corporate Activitiesmentioning

confidence: 99%

Impacts of Socially Responsible Corporate Activities on Korean Consumers’ Corporate Evaluations in the Agrifood Industry

et al. 2016

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Abstract:The variety of socially responsible corporate activities employed in the agrifood industry has been broadening. An increasing number of agrifood companies have been employing strategic approaches to socially responsible activities, reinforced by Porter and Kramer's concept of creating shared value (CSV). This study compares the effects on corporate evaluations of two socially responsible corporate activities: philanthropic giving and CSV. Because prior studies concerning the effects of corporate prosocial behaviors on consumer responses have yielded mixed results, the present study examines the effects of a priori perceptions of companies by using corporate stereotypes as moderators. The results show that the type of socially responsible corporate activity (CSV vs. philanthropic giving) does not influence corporate evaluations. However, in cases of CSV (vs. philanthropic giving), consumers evaluate an unwarm but competent company more attractively and place higher value on an incompetent but warm company. This research is important not only for enriching existing literature, but also for providing guidelines to practitioners with respect to selecting appropriate corporate initiatives based on perceived consumer stereotypes.

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The Role of Sponsorship in the Marketing Communications Mix

Cited by 318 publications

References 0 publications

Attitudinal Effects of Combined Sponsorship and Sponsor's Prominence on Basketball in Europe

Attitudinal Effects of Combined Sponsorship and Sponsor's Prominence on Basketball in Europe

Spor Sponsorluğunda Sektörel Yaklaşimlar

Impacts of Socially Responsible Corporate Activities on Korean Consumers’ Corporate Evaluations in the Agrifood Industry

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