Article2008

Sports sponsorship as a strategic investment in China: perceived risks and benefits by corporate sponsors prior to the Beijing 2008 Olympics

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

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Sport and Mega-Event Impacts

Abstract

The purpose of this study is to examine the application of sports sponsorship in China, particularly to gain some understanding of the benefits as perceived by corporate sponsors. In-depth interviews were conducted with 19 sports sponsorship experts in China. The results provide insights into how sports sponsorship works in this emerging market.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1995Relationship Marketing of Services--Growing Interest, Emerging Perspectives 1999Building Brand Image Through Event Sponsorship: The Role of Image Transfer 1991The Role of Sponsorship in the Marketing Communications Mix 2001Exploring Managers' Perceptions of the Impact of Sponsorship on Brand Equity 2001Advertising and Promotion Leverage on Arts Sponsorship Effectiveness 1999Sport sponsorship as distinctive competence 2004Conceptualization and alternate operationalizations of the measurement of sponsorship effectiveness in sport

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2013Impact of consumer involvement, emotions, and attitude toward Beijing Olympic Games on branding effectiveness of event sponsors 2010Sponsoring the Beijing Olympic Games 2011The Determinants of the Sports Team Sponsor's Brand Equity 2011Does sponsorship pay off? An examination of the relationship between investment in sponsorship and business performance 2014The impact of new, renewal and termination sponsorship announcements on share price returns

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