Sponsorship and image: a replication and extension

Abstract

Several researchers have indicated that corporate sponsorship of sport enhances corporate image. While these researchers have allowed individually for different factors that might impact on such a relationship, none have examined the several factors mediating the relationship concurrently. We replicate one such study, allowing for purchase decision involvement, prior brand use and the brand name itself. The results suggest that any effect on corporate image previously found as a result of sponsorship awareness can be explained by prior use of the brand and the brand name itself. Purchase decision involvement was not found to co-vary with corporate image in these effects.

Keywords:

• Sponsorship
• Awareness
• Corporate Image