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With companies spending more of their money on sponsorship over other, more traditional, forms of marketing, the need for an effective measurement tool has become important. A major factor in companies choosing to invest their money into sponsorship above other forms of marketing is its effectiveness in building on a company's brand. Therefore, these companies require a means of measurement that can reflect if this goal is being achieved. One concept that addresses this need is the framework of customer-based brand equity developed by Kevin Lane Keller (1995) and refined upon by Walfried Lassar, Banwari Mittal, and Arun Sharma (1995), that conceptualizes the concept of brand equity from the perspective of the customer. This framework provides insight into the perceptions customers have about a company's brand. This framework can therefore be utilized to measure the influence a company's sponsorship efforts are having upon those customers. The purpose of this paper is to determine the efficacy of this framework as a measurement tool for a company to utilize in determining the influence their sponsorship efforts are having upon a customer's perception of the company's brand utilizing Red Bulls sponsorship of the Dolomitenmann event in Lienz, Austria.*****With companies spending more of their money on sponsorship over other, more traditional, forms of marketing, the need for an effective measurement tool has become important. A major factor in companies choosing to invest their money into sponsorship above other forms of marketing is its effectiveness in building on a company's brand. Therefore, these companies require a means of measurement that can reflect if this goal is being achieved. One concept that addresses this need is the framework of customer-based brand equity developed by Kevin Lane Keller (1995) and refined upon by Walfried Lassar, Banwari Mittal, and Arun Sharma (1995), that conceptualizes the concept of brand equity from the perspective of the customer
Despite the strong trend for service brands sponsoring events, the literature provides few theory-based and field-tested guidelines for services marketing managers who are charged with selecting events to sponsor. In response, this study provides a congruity-based framework for sponsors' decision-making and tests the hypothesized model explaining linkages among service brand sponsors, a sporting event, and consumer attitudes. The study's findings help clarify not only how congruent event-sponsor fit can be realised but also the potentially valuable role that event-sponsor fit serves toward strengthening key consumer relationship outcomes. Structural equation modeling is used to test the posited model using replicate samples of two distinct service brands (AT&T: n=563 and United Community Bank: n=435) operating at different levels of corporate sponsorship of the sixth annual Tour de Georgia (TDG) professional cycling race which drew an estimated 400,000 attendees. Investigation of the effectiveness of different brands at the same event is important to marketers as it reflects the plethora of brand messages typically communicated at sports events. The results do not reveal that tested individual brand sponsor congruity moderates consumers' attitudes toward the event or sponsor. Surprisingly, AT&T did not experience any discernable advantage of sponsorship, despite its position as the title sponsor of the TDG and its high brand equity. Based on this preliminary evidence, the results offer directional evidence that sponsors may not necessarily reap results that are commensurate with their sponsorship level or brand equity position. Thus, established regional service brands may experience sponsorship effectiveness at regional or community events where their sponsorship investments can be recognised without serving as the title sponsor. The current study extends previous congruity research because it lays out contributing factors for establishing event-sponsor fit. As a form of fan involvement, activeness in the event domain (i.e., sports activity) is shown to positively influence how consumers assess the link between an individual service brand and the tested sponsored sports event. In addition, the results make it clear that consumers form more favourable event-sponsor linkages when they enjoy the event as consumer affect toward the event is shown to positively and directly influence their perceptions of event-sponsor fit. This finding is particularly relevant for service brands high in functional or utilitarian properties. In particular, sponsorship of hedonic events can convey similar values and imagery and/or offer a logical connection with the service brand. In addition, the hypothesized path between consumers' brand knowledge and their assessments of the sponsor's fit with the event finds multi-contextual support. The study further demonstrates how desirable relational outcomes are positively influenced by event-sponsor fit. Specifically, congruency positively and directly influences consumer's favourable brand commitment to the sponsor's brands, which in turn, benefits the sponsor by consumers' intentions to purchase the sponsor's services. Overall, the findings show how events and service brand sponsorships synergistically facilitate and deepen consumer relationships by connecting service brands with consumers' passions for the sponsored event and its activities.
Sponsorship has steadily gained importance in the marketing communication mix as indirect form of marketing in the past decades. Increasing brand awareness and building, changing or reinforcing a brands image are among the most important reasons why companies nowadays invest large sums into sponsorship and particularly into sport properties. Despite considerable research interest, there is still a lack of understanding of the relationship between sport sponsorship and customer-based brand equity in a global context which this study seeks to illuminate. By utilizing a holistic customer-based brand equity measurement tool, this study contributes findings from a real-life global sport sponsorship setting the FIFA World Cup 2014 in Brazil. A pre-post event analysis including three of its sponsors among a matched sample of 177 respondents from the Austrian target market revealed positive changes in brand awareness and brand image for two of its sponsors, whereas image transfer effects could not be established. This discrepancy between the results for the three sponsoring brands is likely to be attributable to event-sponsor fit. Overall, it can be concluded from this study that for low-equity and low-fit sponsors, sponsorship may indeed play a brand-building role, while for high-equity and high-fit sponsors it may primarily serve to secure their competitive position in the market place. *****.
A newly popular member of the integrated marketing communications strategy is the sponsorship of events. Currently, sponsorship activities hold an important share in overall communication budget of brands. This trend also increases the expectations on the return and financial contribution of these investments. This book provides a comprehensive analysis of sponsorship dynamics as well as the exploration of the relationship between sponsorship and customer based brand equity (CBBE). The book explains the details of the research study which measures the effects of sponsorship involvement on CBBE and provides a discussion on the results of the research together with the explanation of implications for brand managers. The comprehensive analysis of sponsorship dynamics and the theoretical model developed make this book a valuable source of information for both researchers and brand managers. For researchers, the book opens a gate for further research to explore the effects of sponsorship on consumer behavior. For brand managers, it provides a guide for getting effective results in sponsorship involvement as well as to increase the return on these investments.
Christian Lucas investigates the effectiveness of sports sponsorships. Two empirical studies are conducted, based on a comprehensive literature review. Implications from both studies are derived that can guide sponsorship managers in their daily business. Successful sports marketing execution is more than purchasing a 30-second spot or signage in a stadium: It is to improve and enhance customer experience to be able to engage in a conversation with them. The first study analyses activation means by conducting a multi-level field study combining data about the sponsorship instruments of Bundesliga sponsors with fan perceptions. The second study examines international differences in sponsorship effectiveness of Formula One sponsors. Contents Comprehensive literature review on sponsorship effectiveness Effectiveness of leverage and activation instruments in sponsorship Country-specific differences in sponsorship effectiveness Managerial implications of the research findings Target Groups Researchers and students of Marketing, Sports, Event, & Brand Management Specialists in Sponsorship, Sports, & Event Management The Author Dr. Christian Lucas received his degree from the Carl-Friedrich-Gauß Faculty of the Technische Universität Braunschweig, Germany, under the supervision of Prof. Dr. David M. Woisetschläger. He also worked as managing partner in an event agency, serving sponsors at global Formula 1 GPs and as project manager in the international Brand Management department of a car manufacturer.
The congruence or fit between a sponsored brand (i.e., brand of a team, league, or event) and sponsoring firm is a central tenet of sponsorship research. The influence of such congruence on the sponsored brand however, has received scant attention. This question is important because the strength of a sponsored organization's brand equity is the basis for many sponsorship alliances. The two experiments undertaken in this paper empirically evaluate the effects of sponsor portfolio congruence on perceptions of the sponsored organization's brand equity. The results of Study 1 indicate sponsor incongruence is particularly detrimental to the brand equity of the sponsored organization at the title sponsor level (i.e., the sponsor's name is incorporated into the title of the sponsored event; such as the Meijer 300 NASCAR race). Study 2 shows this adverse effect can be attenuated by increasing the number of congruent sponsors at the presenting level (e.g., the Meijer 300 presented by Bridgestone Tires and Autozone). The second study also provides support for nationality as a salient congruence dimension in an international sporting context.