Journal ArticleDOI
Building Brand Image Through Event Sponsorship: The Role of Image Transfer
Kevin P. Gwinner,John Eaton +1 more
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TLDR
In this article, the authors report the results of an experiment using undergraduate student subjects, who assessed the degree to which a sporting event's image was transferred to a brand through event sponsorship activity, and they found that when event and brand are matched on either an image or functional basis the transfer process is enhanced.Abstract:
Past sponsorship research has primarily focused on awareness building strategies, and has virtually ignored brand image issues. As a result, little guidance is available for firms that seek to use sponsorship opportunities to aid in brand positioning. This study reports the results of an experiment using undergraduate student subjects, who assessed the degree to which a sporting event's image was transferred to a brand through event sponsorship activity. Subjects in the sponsorship pairing treatment were more likely to report similarities on brand-event personality components than subjects who were not exposed to the event-brand sponsorship link, thus supporting the notion that sponsorship results in image transfer. Further, we found that when event and brand are matched on either an image or functional basis the transfer process is enhanced. Management implications for sporting event sponsorship and future research directions are discussed.read more
Citations
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Remembering. A Study in Experimental and Social Psychology, Cambridge (University Press) 1964.
TL;DR: In this paper, the notion of a collective unconscious was introduced as a theory of remembering in social psychology, and a study of remembering as a study in Social Psychology was carried out.
Journal ArticleDOI
CONGRUENCE EFFECTS IN SPONSORSHIP: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive
TL;DR: In this paper, the authors developed and tested a cognitive explanation of sponsor effects and found that a good fit between a company and the cause it sponsored generates consumer attributions of altruistic sponsor motives and enhances sponsor credibility and attitude toward the sponsor.
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Sponsorship-linked marketing: opening the black box
TL;DR: This paper proposed a model of consumer-focused sponsorship-linked marketing communications that summarizes and extends theoretical understanding of the topic, by considering possible underlying information-processing mechanics, individual-and group-level factors, market factors, and management factors, together with theorized sponsorship outcomes.
Journal ArticleDOI
Effects of Product Placement in On-Line Games on Brand Memory: A Perspective of the Limited-Capacity Model of Attention
Mira Lee,Ronald J. Faber +1 more
TL;DR: This paper explored the conditions under which product placement in an online game will get noticed and be remembered from a perspective of the limited capacity model of attention and found that the location of brand messages in the game (referred to here as proximity), game involvement, and prior game-playing experience interact to influence brand memory.
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Corporate sponsorship of a cause: the role of identification in purchase intent
TL;DR: In this article, the authors find a positive relationship between consumers' identification with an NPO and their intentions to purchase sponsors' products, and suggest an important role for identification with NPO in mediating the relationships between the antecedents studied here and consumers' purchase intentions.
References
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Journal ArticleDOI
Conceptualizing, measuring, and managing customer-based brand equity
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.
Remembering. A Study in Experimental and Social Psychology, Cambridge (University Press) 1964.
TL;DR: In this paper, the notion of a collective unconscious was introduced as a theory of remembering in social psychology, and a study of remembering as a study in Social Psychology was carried out.
Journal ArticleDOI
Dimensions of Brand Personality
TL;DR: Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the “Big Five” dimensions, and explore the meaning of each dimension,... as mentioned in this paper
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Alumni and their alma mater: A partial test of the reformulated model of organizational identification
Fred A. Mael,Blake E. Ashforth +1 more
TL;DR: In this article, self-report data from 297 alumni of an all-male religious college indicate that identification with the alma mater was associated with: (1) the hypothesized organizational antecedents of organizational distinctiveness, organizational prestige, and (absence of) intraorganizational competition, but not with interorganization competition, the hypothesized individual antecedent of satisfaction with the organization, tenure as students, and sentimentality, not with recency of attendance, number of schools attended, or the existence of a mentor, and hypothesized outcomes of making financial contributions, willingness to
Journal ArticleDOI
Dimensions of Brand Personality
TL;DR: In this article, the authors developed a theoretical framework of the brand personality construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence, Sophistication, and Ruggedness).