The effects of sponsorship activation on the sales of a major soft drink brand

Larry Degaris and Corrie West

Journal of Brand Strategy, 2012, vol. 1, issue 4, 403-412

Abstract: Establishing a link between sponsorship efforts and product sales has been a pressing concern in the sponsorship industry, though achieving this has until now proven to be elusive. This paper examines the relationship between sponsorship activation efforts and soft drink sales. Drawing on an online survey of National Association for Stock Car Auto Racing (NASCAR) fans, the study measures the effects of sponsorship-linked public relations, advertising, and sales promotions on the weekly consumption levels of a major soft drink brand. The results of this study successfully confirm soft drink consumption based on sponsorship activation efforts. The authors conclude that it is possible to link sponsorship programmes directly to product sales; that measurement efforts should include measures of sponsorship-linked marketing communications; and that sponsorship-linked marketing communications work synergistically to predict product sales.

Keywords: sponsorship; ROI; measurement; integrated marketing communications; activation; leverage (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2012
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/3190/download/ (application/pdf)
https://hstalks.com/article/3190/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2012:v:1:i:4:p:403-412

Access Statistics for this article

More articles in Journal of Brand Strategy from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().