 Sponsorship effects on brand image: The role of exposure and activity involvementReinhard Grohs and Heribert Reisinger Journal of Business Research, 2014, vol. 67, issue 5, 1018-1025 Abstract: Sponsorships capture a significant proportion of marketing budgets. In firm evaluations of the effectiveness of sponsorship engagements, image improvements represent the most important company objective. This study develops and tests a framework for explaining how exposure and activity involvement moderate the effects of event image, event–sponsor fit, and event commercialization on sponsor image. Using empirical data collected at a large sporting event with multiple sponsors, the authors show that increased sponsorship exposure reduces sponsor image if respondents perceive a low fit between the event and sponsor or high levels of event commercialization. Involvement in the sponsored activity improves the sponsor's image, in that the effect of event commercialization is positive for highly involved persons. This paper concludes with some reasons for the findings, implications for the choice and design of sponsorships, and further areas for research. Keywords: Sponsorship; Sponsorship effectiveness; Sponsor image formation; Sports (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:67:y:2014:i:5:p:1018-1025 DOI: 10.1016/j.jbusres.2013.08.008 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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