Article2005

Image transfer in sports sponsorships: an assessment of moderating effects

79 citations0/0 files storedInternational Journal of Sports Marketing and Sponsorship

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Abstract

This paper identifies factors that support and hinder image transfer in sports sponsorships. It develops a framework of drivers of image transfer and tests the proposed hypotheses empirically at a large sporting event with a number of different sponsors. The results suggest that event-sponsor fit has a positive impact and is the main driver of the strength of image transfer. Event involvement also positively affects image transfer, but the magnitude of this effect is lower. Sponsorship exposure does not have a significant influence. However, there is an interaction between event-sponsor fit and sponsorship exposure, indicating that higher exposure leads to an increased image transfer if the fit between event and sponsor is high. Implications of results for the choice and design of sport sponsorships are discussed and further areas of research identified.

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References

1991The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase 1997A model of image creation and image transfer in event sponsorship 2001Understanding sponsorship effects 1995There's Something in the Air: Effects of Congruent or Incongruent Ambient Odor on Consumer Decision Making 2001Exploring Managers' Perceptions of the Impact of Sponsorship on Brand Equity 2001Advertising and Promotion Leverage on Arts Sponsorship Effectiveness 1995Consumer evaluations of sponsorship programmes 2004Assessing the Effectiveness of Sport Sponsorships — An Empirical Examination

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2010Image Fit between Sport Events and their Hosting Destinations from an Active Sport Tourist Perspective and its Impact on Future Behaviour 2009Sponsor and Sponsees Interactions: Effects on Consumers’ Perceptions of Brand Image, Brand Attachment, and Purchasing Intention 2012The sponsorship‐advertising interface: is less better for sponsors?2009The relationships between team attributes, team identification and sponsor image 2016Involvement and Image Transfer in Sports Sponsorship

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