Articlegreen2009

Can sponsorships be harmful for events? Investigating the transfer of associations from sponsors to events

Jörg Henseler · Bradley J. Wilson · Dorien de Vreede

43 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

This paper outlines how sponsorships can be beneficial or harmful to events. Using an experimental design and focusing on association transfers surrounding a snowboarding event, we illustrate that the sponsoring brand associations have a significant effect on the associations of the event. Our results indicate that in this instance some associations are transferred; others are not significant. Event managers must track which of these association transfers are occurring in order to understand and maintain their desired positioning.

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1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1990Consumer Evaluations of Brand Extensions 2002The C-OAR-SE procedure for scale development in marketing 1981Designing Research for Application 1990Culture and Consumption 1999Building Brand Image Through Event Sponsorship: The Role of Image Transfer 2004CONGRUENCE EFFECTS IN SPONSORSHIP: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive

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2020Sport event sponsorship management from the sponsee’s perspective 2014Sport sponsorship alliances: relationship management for shared value 2015The Vigor of a Disregarded Ally in Sponsorship: Brand Image Transfer Effects Arising from a Cosponsor 2016It Works Two Ways: Impacts of Sponsorship Alliance upon Sport and Sponsor Image 2015Effects of Sport Celebrity Transgressions: An Exploratory Study

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