Electronic Resource
Bingley
:
Emerald
The @journal of product & brand management
12 (2003), S. 377-393
ISSN:
1061-0421
Source:
Emerald Fulltext Archive Database 1994-2005
Topics:
Economics
Notes:
Recent research into consumer responses to sponsorships has examined the role of sponsor-event fit on cognitive and affective responses. However, influences on sponsor-event fit have received little consideration. In this study, a sponsor's brand equity is evaluated as a facilitator of sponsor-event fit. Six sponsors (three high equity/three low equity) were paired with six events. Results of hypothesis testing indicated that sponsors with high brand equity were perceived as more congruent sponsors than sponsors with low brand equity even though the events sponsored were identical. Also, a positive relationship was found between sponsor-event congruence and favorable attitudes toward the sponsor. Results of this study suggest that consumers' attitudes toward sponsors are comprised of associations other than the sponsor-event association. While lesser known brands can use sponsorship as a brand-building vehicle, they may not attain the same level of results as their high equity counterparts.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1108/10610420310498803
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