By Christian Lucas
Christian Lucas investigates the effectiveness of activities sponsorships. empirical stories are carried out, according to a entire literature assessment. Implications from either reviews are derived which could consultant sponsorship managers of their day-by-day company. profitable activities advertising execution is greater than procuring a 30-second spot or signage in a stadium: it truly is to enhance and improve shopper event in an effort to interact in a talk with them. the 1st examine analyses activation capacity through engaging in a multi-level box examine combining information concerning the sponsorship tools of Bundesliga sponsors with fan perceptions. the second one research examines overseas alterations in sponsorship effectiveness of formulation One sponsors.
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Extra resources for Sponsor- and Country-Related Predictors of Sponsorship Effectiveness: Sponsorship in a National and International Environment
Thus, the effectiveness of the mere exposure effect on brand evaluation can be demonstrated for low-involvement advertisement, as is found in a stadium, and for the peripheral route to persuasion. The other authors mentioned above use the mere exposure effect to mainly explain the influence of sponsorship exposure on brand preference and brand image. The mere exposure effect ‘can take place entirely outside of conscious awareness, involving implicit rather than explicit knowledge’ (Bornstein and d’Agostino 1992, p.
Source: Author’s own table. 26 Section 3 Determinants of Sponsorship Effectiveness Author(s), year Individual-level factors A B McDaniel & Mason C D E F G H + 1999 Meenaghan & Ship- Group-level factors I K + ley 1999 Nicholls, Roslow & Pope & Voges 1999 + + M N O P R S T + Dublish 1999 L x x Cornwell, Relyea, Irwin & Maignan + - 2000 Madrigal 2000 Speed & Thompson 2000 Cornwell, Pruitt & van Ness 2001 + + + + + + + + + Cornwell, Roy & + Steinard 2001 Harvey 2001 Lardinoit & Quester + Madrigal 2001 + Meenaghan 2001a Pham & Johar 2001 Polonsky & Speed 2001 - 2001 Meenaghan 2001b + + Quester & Thompson 2001 + (A) Sponsorship fit, (B) brand awareness, (C) brand attitude/image, (D) interest/involvement, (E) sport/event/concurrent sponsor image, (F) attitude towards the sport/event, (G) frequency of following the event, (H) awareness of sponsorship (recall/recognition), (I) attitude towards sponsorship, (K) demographics, (L) type of sport (event), (M) duration of sponsorship, (N) visibility, (O) leverage/marketing spending, (P) nationality/local proximity (of sponsor), (R) level of sponsorship, (S) clutter, and (T) success of team.
Due to the importance of research on the measurement of sponsorship effects and the focus of this dissertation, that is, the identification of group-level predictors of sponsorship effectiveness, the literature research in this section concentrates on analysing consumer-focused sponsorship-linked marketing communication outcomes. To provide as comprehensive an overview of the sponsorship literature as possible, three approaches were pursued. The basis and origin of the literature research comprise the 57 studies about brand attitude and brand image identified by Marwitz (2006).
Sponsor- and Country-Related Predictors of Sponsorship Effectiveness: Sponsorship in a National and International Environment by Christian Lucas