Media effect in commercial sponsorship

Media effect in commercial sponsorship European Media effect in commercial Journal of Marketing sponsorship 33,3/4 Tony Meenaghan University College Dublin, Dublin, Ireland and David Shipley Trinity College, University of Dublin, Dublin, Ireland Keywords Brand identity, Brand image, Consumer behaviour, Goodwill, Marketing communications, Sponsorship Abstract Various elements of brand identity contribute to brand image development; however, the role of marketing communications is particularly important in achieving brand image effects. In the case of advertising, two separate elements of communications, a message and a medium, combine to deliver particular brand image values. In the case of sponsorship both the message and media elements are not separate, but are inextricably linked and imagery is delivered by association with particular activities and events. Presents the result of focus group research which sought to examine the images transferred by different categories of sponsorship, i.e. sports and arts. The results show that goodwill, which is generated amongst consumers as a result of corporate sponsorship involvement, varies by sponsorship category. The results have important implications for sponsorship managers in terms of the choice of sponsorship category and the manner in which sponsorship investments are leveraged. Introduction Commercial sponsorship represents one of the most rapidly growing sectors of marketing communications activity. The http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Media effect in commercial sponsorship

European Journal of Marketing, Volume 33 (3/4): 21 – Apr 1, 1999

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0309-0566
DOI
10.1108/03090569910253170
Publisher site
See Article on Publisher Site

Abstract

European Media effect in commercial Journal of Marketing sponsorship 33,3/4 Tony Meenaghan University College Dublin, Dublin, Ireland and David Shipley Trinity College, University of Dublin, Dublin, Ireland Keywords Brand identity, Brand image, Consumer behaviour, Goodwill, Marketing communications, Sponsorship Abstract Various elements of brand identity contribute to brand image development; however, the role of marketing communications is particularly important in achieving brand image effects. In the case of advertising, two separate elements of communications, a message and a medium, combine to deliver particular brand image values. In the case of sponsorship both the message and media elements are not separate, but are inextricably linked and imagery is delivered by association with particular activities and events. Presents the result of focus group research which sought to examine the images transferred by different categories of sponsorship, i.e. sports and arts. The results show that goodwill, which is generated amongst consumers as a result of corporate sponsorship involvement, varies by sponsorship category. The results have important implications for sponsorship managers in terms of the choice of sponsorship category and the manner in which sponsorship investments are leveraged. Introduction Commercial sponsorship represents one of the most rapidly growing sectors of marketing communications activity. The

Journal

European Journal of MarketingEmerald Publishing

Published: Apr 1, 1999

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