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Sponsorship and the Image of the Sponsor

Sponsorship and the Image of the Sponsor The manner in which sponsorship affects image is unique, and likely to be missed by conventional measurements of corporate and brand values. The “goodwill” effects engendered by sponsorship are subtle and difficult for consumers to articulate. It is argued that current methods of sponsorship evaluation really measure the publicity surrounding the sponsorship and not the sponsorship as such. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Sponsorship and the Image of the Sponsor

European Journal of Marketing , Volume 25 (11): 8 – Nov 1, 1991

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Publisher
Emerald Publishing
Copyright
Copyright © 1991 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/EUM0000000000630
Publisher site
See Article on Publisher Site

Abstract

The manner in which sponsorship affects image is unique, and likely to be missed by conventional measurements of corporate and brand values. The “goodwill” effects engendered by sponsorship are subtle and difficult for consumers to articulate. It is argued that current methods of sponsorship evaluation really measure the publicity surrounding the sponsorship and not the sponsorship as such.

Journal

European Journal of MarketingEmerald Publishing

Published: Nov 1, 1991

Keywords: Goodwill; Publicity; Marketing research; Sponsorship

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