Drivers of brand image improvement in sports-event sponsorship

References

• Aaker, D.A. 1992. Managing brand equity: Capitalizing on the value of a brand name. New York: Free Press.
   Google Scholar
• *Alexandris, K., E. Tsaousi, and J. James. 2007. Predicting sponsorship outcomes from attitudinal constructs: The case of a professional basketball event. Sport Marketing Quarterly 16, no. 3: 130–39.
   Google Scholar
• *Biscaia, R., A. Correia, A.F. Rosado, S.D. Ross, and J. Maroco. 2013. Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions. Journal of Sport Management 27, no. 4: 288–302.
   Web of Science ®Google Scholar
• Bollen, K.A. 1989. Structural equations with latent variables. New York: Wiley.
   Google Scholar
• *Carrillat, F.A., and A. d'Astous. 2012. The sponsorship–advertising interface: Is less better for sponsors? European Journal of Marketing 46, no. 3/4: 562–74.
   Web of Science ®Google Scholar
• *Carrillat, F.A., B.A. Lafferty, and E.G. Harris. 2005. Investigating sponsorship effectiveness: Do less familiar brands have an advantage over more familiar brands in single and multiple sponsorship arrangements? Journal of Brand Management 13, no. 1: 50–64.
   Google Scholar
• Churchill, G.A., and D. Iacobucci. 2005. Marketing research: Methodological foundations. 9th ed. Mason, OH: South-Western Cengage Learning.
   Google Scholar
• *Close, A.G., R.Z. Finney, R.Z. Lacey, and J.Z. Sneath. 2006. Engaging the consumer through event marketing: Linking attendees with the sponsor, community, and brand. Journal of Advertising Research 46, no. 4: 420–33.
   Web of Science ®Google Scholar
• *Coppetti, C., D. Wentzel, T. Tomczak, and S. Henkel. 2009. Improving incongruent sponsorships through articulation of the sponsorship and audience participation. Journal of Marketing Communications 15, no. 1: 17–34.
   Google Scholar
• Cornwell, T.B. 2008. State of the art and science in sponsorship-linked marketing. Journal of Advertising 37, no. 3: 41–55.
   Web of Science ®Google Scholar
• Cornwell, T.B., and I. Maignan. 1998. An international review of sponsorship research. Journal of Advertising 27, no. 1: 1–21.
   Web of Science ®Google Scholar
• Cornwell, T.B., D.P. Roy, and E.A. Steinard II. 2001. Exploring managers’ perceptions of the impact of sponsorship on brand equity. Journal of Advertising 30, no. 2: 41–51.
   Web of Science ®Google Scholar
• Cornwell, T.B., M.S. Humphreys, A.M. Maguire, C.S. Weeks, and C.L. Tellegen. 2006. Sponsorship-linked marketing: The role of articulation in memory. Journal of Consumer Research 33, no. 3: 312–21.
   Web of Science ®Google Scholar
• *Dalakas, V., and A.M. Levin. 2005. The balance theory domino: How sponsorships may elicit negative consumer attitudes. In Advances in consumer research, vol. 32, ed. Geeta Menon and Akshay R. Rao, 91–7. Duluth, MN: Association for Consumer Research.
   Google Scholar
• *d'Astous, A., and P. Bitz. 1995. Consumer evaluations of sponsorship programmes. European Journal of Marketing 29, no. 12: 6–22.
   Google Scholar
• *Davies, F., C. Veloutsou, and A. Costa. 2006. Investigating the influence of a joint sponsorship of rival teams on supporter attitudes and brand preferences. Journal of Marketing Communications 12, no. 1: 31–48.
   Google Scholar
• *Dees, W., G. Bennett, and J. Villegas. 2008. Measuring the effectiveness of sponsorship of an elite intercollegiate football program. Sport Marketing Quarterly 17, no. 2: 79–89.
   Google Scholar
• *Deitz, G.D., S.W. Myers, and M.R. Stafford. 2012. Understanding consumer response to sponsorship information: A resource‐matching approach. Psychology & Marketing 29, no. 4: 226–39.
   Web of Science ®Google Scholar
• *Grohs, R., and H. Reisinger. 2014. Sponsorship effects on brand image: The role of exposure and activity involvement. Journal of Business Research 67, no. 5: 1018–25.
   Web of Science ®Google Scholar
• *Grohs, R., U. Wagner, and S. Vsetecka. 2004. Assessing the effectiveness of sports sponsorships – an empirical examination. Schmalenbach Business Review 56, no. 2: 119–38.
   Google Scholar
• Groza, M.D., J. Cobbs, and T. Schaefers. 2012. Managing a sponsored brand. International Journal of Advertising 31, no. 1: 63–84.
   Web of Science ®Google Scholar
• Gwinner, K.P. 1997. A model of image creation and image transfer in event sponsorship. International Marketing Review 14, no. 3: 145–58.
   Google Scholar
• *Gwinner, K.P., and G. Bennett. 2008. The impact of brand cohesiveness and sport identification on brand fit in a sponsorship context. Journal of Sport Management 22, no. 4: 410–26.
   Web of Science ®Google Scholar
• *Gwinner, K.P., and J.P. Eaton. 1999. Building brand image through event sponsorship: The role of image transfer. Journal of Advertising 28, no. 4: 47–57.
   Web of Science ®Google Scholar
• *Gwinner, K.P., and S.R. Swanson. 2003. A model of fan identification: Antecedents and sponsorship outcomes. Journal of Services Marketing 17, no. 3: 275–94.
   Google Scholar
• *Gwinner, K.P., B.V. Larson, and S.R. Swanson. 2009. Image transfer in corporate event sponsorship: Assessing the impact of team identification and event-sponsor fit. International Journal of Management and Marketing Research 2, no. 1: 1–15.
   Google Scholar
• Hansen, F., and L. Scotwin. 1995. An experimental enquiry into sponsoring: What effects can be measured? Marketing and Research Today 23, no. 3: 173–81.
   Google Scholar
• Herrmann, J.-L., B. Walliser, and M. Kacha. 2011. Consumer consideration of sponsor brands they do not remember: Taking a wider look at the memorisation effects of sponsorship. International Journal of Advertising 30, no. 2: 259–81.
   Web of Science ®Google Scholar
• *Huber, F., and I. Matthes. 2007. Sponsoringwirkung auf Einstellung und Kaufabsicht: Theoretische Grundlagen und Ergebnisse einer empirischen Studie. Marketing ZFP 29, no. 2: 90–104.
   Google Scholar
• IEG, Inc. 2014. Survey finds sponsors looking for slightly different benefits and services. IEG Sponsorship Report. http://www.sponsorship.com/iegsr/2014/03/31/Survey-Finds-Sponsors-Looking-For-Slightly-Differe.aspx
   Google Scholar
• IEG, Inc. 2015. New year to be one of growth and challenges for sponsorship industry. IEG Sponsorship Report. http://www.sponsorship.com/iegsr/2015/01/06/New-Year-To-Be-One-Of-Growth-And-Challenges-for-Sp.aspx
   Google Scholar
• Jamieson, J. 2004. Analysis of covariance (ANCOVA) with difference scores. International Journal of Psychophysiology 52, no. 3: 277–83.
   PubMed Web of Science ®Google Scholar
• Javalgi, R.G., M.B. Traylor, A.C. Gross, and E. Lampman. 1994. Awareness of sponsorship and corporate image: An empirical investigation. Journal of Advertising 23, no. 4: 47–58.
   Web of Science ®Google Scholar
• *Ko, Y.J., K. Kim, C.L. Claussen, and T.H. Kim. 2008. The effects of sport involvement, sponsor awareness and corporate image on intention to purchase sponsors’ products. International Journal of Sports Marketing and Sponsorship 9, no. 2: 79–94.
   Web of Science ®Google Scholar
• *Koo, G.-Y., J. Quarterman, and L. Flynn. 2006. Effect of perceived sport event and sponsor image fit on consumers’ cognition, affect, and behavioral intentions. Sport Marketing Quarterly 15, no. 2: 80–90.
   Google Scholar
• *Lacey, R., J.Z. Sneath, R.Z. Finney, and A.G. Close. 2007. The impact of repeat attendance on event sponsorship effects. Journal of Marketing Communications 13, no. 4: 243–55.
   Google Scholar
• *Lardinoit, T., and P.G. Quester. 2001. Attitudinal effects of combined sponsorship and sponsor's prominence on basketball in Europe. Journal of Advertising Research 41, no. 1: 48–58.
   Web of Science ®Google Scholar
• *Lee, H.-S., and C.-H. Cho. 2009. The matching effect of brand and sporting event personality: Sponsorship implications. Journal of Sport Management 23, no. 1: 41–64.
   Web of Science ®Google Scholar
• *Levin, A.M., C. Joiner, and G. Cameron. 2001. The impact of sports sponsorship on consumers’ brand attitude and recall: The case of NASCAR fans. Journal of Current Issues and Research in Advertising 23, no. 2: 23–31.
   Google Scholar
• *Lings, I.N., and K.M. Owen. 2007. Buying a sponsor's brand: The role of affective commitment to the sponsored team. Journal of Marketing Management 23, no. 5–6: 483–96.
   Google Scholar
• *Lucas, C., D.M. Woisetschläger, and A. Eiting. 2010. Cross-national differences in sponsorship effects on brand image: An empirical assessment. Paper presented at the 5th International Research Days on Marketing Communications. France: Université de Nancy.
   Google Scholar
• Mack, R.W. 1999. Event sponsorship: An exploratory study of small business objectives, practices, and perceptions. Journal of Small Business Management 37, no. 3: 25–30.
   Web of Science ®Google Scholar
• *Madrigal, R. 2000. The influence of social alliances with sports teams on intentions to purchase corporate sponsors’ products. Journal of Advertising 29, no. 4: 13–24.
   Web of Science ®Google Scholar
• *Madrigal, R. 2001. Social identity effects in a belief–attitude–intentions hierarchy: Implications for corporate sponsorship. Psychology & Marketing 18, no. 2: 145–65.
   Web of Science ®Google Scholar
• Marsden, D., and D. Littler. 2000. Exploring consumer product construct systems with the repertory grid technique. Qualitative Market Research 3, no. 3: 127–44.
   Google Scholar
• *Martensen, A., L. Gronholdt, L. Bendtsen, and M.J. Jensen. 2007. Application of a model for the effectiveness of event marketing. Journal of Advertising Research 47, no. 3: 283–301.
   Web of Science ®Google Scholar
• *Mazodier, M., and D. Merunka. 2012. Achieving brand loyalty through sponsorship: The role of fit and self-congruity. Journal of the Academy of Marketing Science 40, no. 6: 807–20.
   Web of Science ®Google Scholar
• *McDaniel, S.R. 1999. An investigation of match-up effects in sport sponsorship advertising: The implications of consumer advertising schemas. Psychology & Marketing 16, no. 2: 163–84.
   Web of Science ®Google Scholar
• *Meng-Lewis, Y., D. Thwaites, and K.G. Pillai. 2013. Consumers’ responses to sponsorship by foreign companies. European Journal of Marketing 47, no. 11/12: 1910–30.
   Web of Science ®Google Scholar
• *Neijens, P., E. Smit, and M. Moorman. 2009. Taking up an event: Brand image transfer during the FIFA World Cup. International Journal of Market Research 51, no. 5: 579–91.
   Web of Science ®Google Scholar
• *Ngan, H.M.K., G.P. Prendergast, and A.S.L. Tsang. 2011. Linking sports sponsorship with purchase intentions: Team performance, stars, and the moderating role of team identification. European Journal of Marketing 45, no. 4: 551–66.
   Web of Science ®Google Scholar
• Nufer, G., and A. Bühler. 2010. How effective is the sponsorship of global sports events? A comparison of the FIFA World Cups in 2006 and 1998. International Journal of Sports Marketing and Sponsorship 11, no. 4: 303–19.
   Web of Science ®Google Scholar
• *Olson, E.L. 2010. Does sponsorship work in the same way in different sponsorship contexts? European Journal of Marketing 44, no. 1/2: 180–99.
   Web of Science ®Google Scholar
• Otker, T., and P. Hayes. 1987. Judging the efficiency of sponsorship: Experience from the 1986 Soccer World Cup. European Research 15, no. 4: 3–8.
   Google Scholar
• Peter, J.P., G.A. Churchill Jr., and T.J. Brown. 1993. Caution in the use of difference scores in consumer research. Journal of Consumer Research 19, no. 4: 655–62.
   Web of Science ®Google Scholar
• Petty, R.E., and J.T. Cacioppo. 1986. Communication and persuasion. Central and peripheral routes to attitude change. New York: Springer-Verlag.
   Google Scholar
• *Pope, N., K.E. Voges, and M. Brown. 2009. Winning ways: Immediate and long-term effects of sponsorship on perceptions of brand quality and corporate image. Journal of Advertising 38, no. 2: 5–20.
   Web of Science ®Google Scholar
• *Schlesinger, T. 2010. ‘Wa(h)re Leidenschaft!’ Zum Einfluss der Fanidentität auf Einstellung und Kaufabsicht gegenüber Produkten von Sponsoren [Consuming passions: The influence of fan identification on consumers’ attitudes and purchase intentions towards sponsors’ products]. Sport und Gesellschaft – Sport and Society 7, no. 1: 3–26.
   Google Scholar
• Schnittka, O. 2010. Drivers of sponsor image in sponsorships: What we know from prior research. Marketing JRM 6, no. 2: 124–44.
   Google Scholar
• Simmons, C.J., and K.L. Becker-Olsen. 2006. Achieving marketing objectives through social sponsorships. Journal of Marketing 70, no. 4: 154–69.
   Web of Science ®Google Scholar
• *Sneath, J.Z., R.Z. Finney, and A.G. Close. 2005. An IMC approach to event marketing: The effects of sponsorship and experience on customer attitudes. Journal of Advertising Research 45, no. 4: 373–81.
   Web of Science ®Google Scholar
• *Speed, R., and P. Thompson. 2000. Determinants of sport sponsorship response. Journal of the Academy of Marketing Science 28, no. 2: 226–38.
   Web of Science ®Google Scholar
• Sponsorship Research International. 1994. Annual estimates of sponsorship expenditure. London: SRI.
   Google Scholar
• *Stipp, H., and N.P. Schiavone. 1996. Modeling the impact of Olympic sponsorship on corporate image. Journal of Advertising Research 36, no. 4: 22–7.
   Web of Science ®Google Scholar
• Thjømøe, H.M., E.L. Olson, and P.S. Bronn. 2002. Decision making processes surrounding sponsorship activities. Journal of Advertising Research 42, no. 6: 6–15.
   Web of Science ®Google Scholar
• Tomczak, T., S. Mühlmeier, T.O. Brexendorf, and W. Jenewein. 2008. Relevanz und Wirkung von Sponsoring – Ergebnisse einer empirischen Studie zum Sponsoring in der Schweiz. Marketing Review St. Gallen 25, no. 5: 46–50.
   Google Scholar
• Van Breukelen, G.J.P. 2006. ANCOVA versus change from baseline had more power in randomized studies and more bias in nonrandomized studies. Journal of Clinical Epidemiology 59, no. 9: 920–25.
   PubMed Web of Science ®Google Scholar
• Van Heerden, C.H., and P.J. du Plessis. 2003. The objectives set by South African sponsors for sport. Ecquid Novi 24, no. 1: 20–36.
   Google Scholar
• *Wang, M.C.-H., J.M.-S. Cheng, B.M. Purwanto, and K. Erimurti. 2011. The determinants of the sports team sponsor's brand equity: A cross-country comparison in Asia. International Journal of Market Research 53, no. 6: 811–29.
   Web of Science ®Google Scholar
• *Woisetschläger, D.M., and M. Michaelis. 2012. Sponsorship congruence and brand image: A pre–post event analysis. European Journal of Marketing 46, no. 3/4: 509–23.
   Web of Science ®Google Scholar
• *Woisetschläger, D.M., J. Dreisbach, M. Schnöring, and C. Backhaus. 2013. Einstellungstransfer durch Sponsoring: Welche Stellhebel zum Erfolg führen. Marketing Review St. Gallen 30, no. 1: 46–57.
   Google Scholar
• *Zdravkovic, S., and B.D. Till. 2012. Enhancing brand image via sponsorship. International Journal of Advertising 31, no. 1: 113–32.
   Web of Science ®Google Scholar