Sponsorship as a Reinforcement Factor of Sponsor Brand Image

Abstract

The future of sponsorship as a means of persuasion depends on resolving questions of its efficacy. This remains true, despite recent trends towards the increased use of sponsorship as part of integrated marketing programmes and the more rational management. This study, which is part of a larger investigation, outlines a method which can be used to evaluate the effectiveness of image sponsoring. The notion of image is considered to be equivalent to the concept of social representation. The present study was concerned with interaction between the images of the ATP Lyon Tennis Grand Prix, France (L.T.G.P.), that of the sport of tennis and that of Perrier. The results underlines the post-event modifications of the brand image of Perrier which derived from the linkages between the image of this sponsor, the image of the event and the image of the sport of tennis, in groups who were both exposed to the event and who had an intention to purchase this brand. The practical implications of the results are discussed below.