Article2013

Increasing sponsorship effectiveness through brand experience

Marieke L. Fransen · Thomas J. L. van Rompay · Daan G. Muntinga

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

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Abstract

This quasi-experimental field study examines whether companies can improve the effectiveness of their sponsorship investments by creating a brand experience. Data were collected among participants of a sponsored marathon. During this event participants had the opportunity to engage in an experience orchestrated by one of the main sponsors of the event. We compare the data of participants who ran the marathon and also engaged in the experience with those who solely ran the marathon. The results reveal that participating in the experience increases top of mind awareness, brand recall and attitudes towards the sponsoring brand, compared to just running the marathon. Additionally, within the experience condition, brand experience and flow predict brand attitudes.

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References

1991Flow: The Psychology of Optimal Experience 1996Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations 2009Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?2019Welcome to the experience economy 2003Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude 1999Experiential marketing : how to get customers to sense, feel, think, act, and relate to your company and brands 1999Building Brand Image Through Event Sponsorship: The Role of Image Transfer 2006Achieving Marketing Objectives through Social Sponsorships

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2021An Empirical Exploration of Sports Sponsorship: Activation of Experiential Marketing, Sponsorship Satisfaction, Brand Equity, and Purchase Intention 2018Reprint of "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis"2021The influence of brand experience on satisfaction, uncertainty and brand loyalty: a focus on the golf club industry 2019Consumer Perceptions of Sport Sponsor’s Corporate Social Responsibility Activities 2019

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