Meaningful sponsorship

Harris, Will
November 2002
Brand Strategy;Nov2002, Issue 165, p13
Trade Publication
Comments on the value of old style sponsorship on companies. Role of sponsorship on fostering brand awareness; Correlation between sponsorship and credibility; Reason of companies on sponsoring big events.


Related Articles

  • Running hot. Frabotta, David // Hotel & Motel Management;08/14/2000, Vol. 215 Issue 14, p165 

    Focuses on the use of corporate sponsorships to build long-term brand loyalty. Division of marketing budgets into different components of marketing and advertising campaigns; Franchisee feedback.

  • Sponsorship Brand Recall at the Euro 2004 Soccer Tournament. Barros, Carlos Pestana; De Barros, Catarina; Santos, Abel; Chadwick, Simon // Sport Marketing Quarterly;Sep2007, Vol. 16 Issue 3, p161 

    This paper examines the determinants of probability for sponsor brand recall at the Euro 2004 soccer tournament in Portugal. Using a sample of 1,000 people, a survey was administered in Portugal immediately after the tournament to ascertain the significant characteristics that influenced the...

  • Achieving brand loyalty through sponsorship: the role of fit and self-congruity. Mazodier, Marc; Merunka, Dwight // Journal of the Academy of Marketing Science;Nov2012, Vol. 40 Issue 6, p807 

    Managers increasingly seek to develop brand loyalty through sponsorship activities, though this relationship has not been solidly established. This article models and demonstrates the impact of sponsorship on brand loyalty. The studied concepts and relationships emerge from both the sponsorship...

  • Lenox Says It's Getting Great Mileage from NAS CAR Exposure. O'Brien, George // BusinessWest;8/6/2007, Vol. 24 Issue 6, p32 

    The article discusses the marketing opportunities acquired by Lenox Corp., a manufacturer of saw blades and hand tools in East Longmeadow, Massachusetts, in sponsoring for the National Association for Stock Car Auto Racing (NASCAR) race. It is stated that the NASCAR participation has enabled...

  • Cognitive evaluation: prompts used to measure sponsorship awareness. Tripodi, John A.; Hirons, Martin; Bednall, David; Sutherland, Max // International Journal of Market Research;2003 Quarter 4, Vol. 45 Issue 4, p435 

    Marketing managers have the same accountability for their spending on sponsorship as they do for their general advertising spend. Since the direct impact on customer loyalty and profit is so hard to measure, surrogate measures such as recall are often used. Key issues with recall measures are...

  • Brand Endorsement, Popularity, and Event Sponsorship as Advertising Cues Affecting Consumer Pre-Purchase Attitudes. Dean, Dwane Hal // Journal of Advertising;Fall99, Vol. 28 Issue 3, p1 

    The ability of three advertising cues--third-party product endorsement, brand popularity, and event sponsorship to affect consumer perceptions with regard to product quality, uniqueness, manufacturer esteem, and corporate citizenship is the focus of this study. A factorial experimental design,...

  • The magazine is more than simply a `brand'  // Folio: The Magazine for Magazine Management;01/01/98, Vol. 27 Issue 1, p10 

    Presents information on the use of the term brand as a marketing strategy. Comments from John Mack Carter, president of Hearst Magazines Enterprises.

  • Consider brand loyalty and response styles in customer satisfaction research. Semon, Thomas T. // Marketing News;10/25/93, Vol. 27 Issue 22, p9 

    Opinion. Suggests the inclusion of brand loyalty and response styles in customer satisfaction research. Categories of brand loyalty; Basis of brand switch triggers; Usefulness of switcher responses.

  • Growing into (or, maybe, out of) brand loyalty.  // Adweek Western Edition;10/28/96, Vol. 46 Issue 44, p27 

    Focuses on a research on brand loyalty among males and females. Influence of advertising.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics