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
European Journal of Marketing – Emerald Publishing
Published: Apr 1, 1999
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