Concurrent sponsorship: implications for sponsoring brands and sponsored property
21 May 2018-Marketing Intelligence & Planning (Emerald Publishing Limited)-Vol. 36, Iss: 6, pp 633-645
TL;DR: In this article, the authors examined the effect of concurrent sponsorship on the consumer-based brand equity (CBBE) of the sponsor or the sponsored property, in the context of Indian Premier League of cricket.
Abstract: The purpose of this paper is to examine the interesting dynamics of image transfer when multiple brands get together to sponsor a property, referred to as concurrent sponsorship, and its effects on the consumer-based brand equity (CBBE) of the sponsor or the sponsored property, in the context of Indian Premier League of cricket.,Two pre-tests, for identifying the sponsored property and sponsors, were followed by the main experiment, involving 500 respondents. A general linear model was used for data analysis.,The findings reveal that for brands with high CBBE, investment in concurrent sponsorship leads to larger benefits, especially if they have similar associations to the sponsored property. This study also shows that image of the sponsored property is strongly dependent on combined CBBE of the sponsors. Finally, it is found that brands with high (low) CBBE are benefited more in concurrent (solo) sponsorship conditions.,This paper is an original contribution in this field, with limited works studying the impact of concurrent sponsorship on the brand equity of sponsors or the sponsored property.
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30 Dec 1961
70 citations
01 Jan 2007
TL;DR: In this paper, the authors use an experimental design and focusing on association transfers surrounding a snowboarding event, illustrate that the sponsoring brand associations have a significant effect on the associations of the event and show that event managers must track which of these association transfers are occurring in order to understand and maintain their desired positioning.
Abstract: This paper outlines how sponsorships can be beneficial or harmful to events. Using an experimental design and focusing on association transfers surrounding a snowboarding event, we illustrate that the sponsoring brand associations have a significant effect on the associations of the event. Our results indicate that in this instance some associations are transferred; others are not significant. Event managers must track which of these association transfers are occurring in order to understand and maintain their desired positioning.
33 citations
TL;DR: In this paper, the authors provide a framework for building relationships through customer engagement in Facebook brand pages (FBPs) using structural equation modeling (SEM) in AMOS 21 statistical software.
Abstract: Social media brand pages have emerged as an influential relationship-building tool and continue to grow in popularity as an integral part of the marketing strategy across diverse industries. Hence, the purpose of this paper is to provide a framework for building relationships through customer engagement in Facebook brand pages (FBPs).,Using a sample of 327 undergraduate Facebook users in Sri Lanka, the conceptual model of the study depicting relationships between eight latent constructs, is tested using structural equation modeling (SEM) in AMOS 21 statistical software.,The data analysis reveals that customer engagement with FBPs is positively influenced by customer motivations; information, remuneration, social interaction and personal identity in apparel/fashion, FMCG and hotel/restaurant FBPs. However, the relationship between entertainment motive and customer engagement is found to be insignificant. Additionally, customer engagement is found to be positively related to FBP trust and FBP commitment. Further, the study highlights that the different types of FBPs are guided by different relationship principles. Hence, the strength of the relationships between customer motivations and customer engagement, and, further, the relationships between customer engagement and FBP-specific relationship outcomes are dependent upon the type of the FBP. Moreover, customer engagement is found to be mediating the relationships between motivations (information, remuneration, social interaction and personal identity) and FBP trust.,The study provides strategies for FBP marketers. It emphasizes the value of FBPs as an effective marketing tool to build up relationships with customers. Marketers are advised to identify and address what customers expect from the FBPs to engage them on FBPs and strengthening their relationship with the FBP itself.,The study provides insights into the nature of engagement in FBPs by incorporating the motivations and FBP-specific relationship outcomes of customer engagement in a single framework. The study focuses on the development of a framework explaining the role of customer engagement in building customer relationships with the FBP itself, rather than with the brand.
24 citations
TL;DR: In this paper, the authors examined the influence of five sports celebrity personality attributes (attendance, expertise level, credibility, trustworthiness and character) on consumers' purchase intentions (CPI).
Abstract: This study aims to examine the influence of five sports celebrity personality (SCP) attributes – attractiveness, expertise level, credibility, trustworthiness and character – on consumers' purchase intentions (CPI). It identifies celebrity brand congruence (CBC), endorsed brand celebrity (EBC) and transfer of brand image (TBI) as antecedents of CPI.,The purposive sampling technique was used to collect the data from 838 respondents. This study developed a multidimensional construct for SCP. The covariance-based structural equation modeling (SEM) technique was used to examine the relationship between SCP and the endorsed brand. The study used CBC as a mediator and EBC and TBI as partial mediators. The direct and indirect effect of SCP on CPI was investigated using CBC, EBC and TBI as mediators.,This study supports the importance of three antecedents (i.e. CBC, EBC and TBI) on CPI. It finds congruence across SCP and CBC variables, and a positive impact of SCP on EBC and TBI variables. Also, it exhibits a significant direct effect of CBC on EBC and TBI, whereas the direct effect of CBC on CPI is not substantial. The indirect effect of CBC through mediating variables EBC and TBI found to be significant.,This study concludes that sports celebrity endorsement is essential to transfer the positive celebrity image to the endorsed brand image. However, it is not merely sufficient to influence the buyers' purchase conduct; the brand credibility additionally assumes to take a role in changing their behavioral intentions.,This study contributes to the sports marketing literature by its novelty in analyzing the sports celebrity personality at a multidimensional level. It uses SCP's different attributes as one construct and studies its impact on CPI by taking CBC, EBC and TBI as mediators. The results of this study equip sports management professionals with the knowledge to build better long-term relationships with consumers.
15 citations
TL;DR: In this paper, the authors identify how consumer engagement practices shape the dynamics of a soccer club virtual brand community using a net-nographic approach, which can contribute to a better understanding of goals and metrics.
Abstract: The purpose of this paper is to identify how consumer engagement practices shape the dynamics of a soccer club virtual brand community.,A netnographic approach was employed. Using a Python script, more than 7,000 tweets about Sao Paulo FC soccer club on Twitter were collected and analyzed using the Virtual Brand Community Engagement Practices typology.,The dynamics of engagement relies on two types of practices: those that comprise the actions of tweeting, retweeting, replying to, mentioning and liking messages from and about the Sao Paulo FC soccer club profile and those derived from the proposition of Hollebeek et al. (2017). Given the dynamics of Twitter, some practices have performed differently than the original proposal, resulting in a slight adaptation of the framework.,Given the length and the netnographic nature of this study, its findings should be considered exploratory. Future studies can build upon the ideas presented here by researching different contexts and focal objects of engagement.,This paper provides the refinement of social media strategies and content development to make them more efficient and to establish a relevant communication channel with audiences. This knowledge can contribute to a better understanding of goals and metrics.,This paper is based on the behavioral nature of engagement in virtual brand communities, which is an increasing topic of interest. To date, few studies have examined online engagement using a practice approach specifically in the sports marketing context.
12 citations
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56,555 citations
"Concurrent sponsorship: implication..." refers background or methods in this paper
...The values for composite reliability for all constructs exceed the threshold value of 0.70 (Fornell and Larcker, 1981)....
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...For the purpose of examining discriminant validity, AVE is compared with the squared correlation between a pair of constructs as suggested by Fornell and Larcker (1981)....
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42,102 citations
"Concurrent sponsorship: implication..." refers methods in this paper
...In analyzing the model, we used the adjustment index and the significance of the regression coefficients, as suggested by Kline (2011). Once this procedure was complete, we used Amos 20....
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TL;DR: In this paper, the authors provide guidance for substantive researchers on the use of structural equation modeling in practice for theory testing and development, and present a comprehensive, two-step modeling approach that employs a series of nested models and sequential chi-square difference tests.
Abstract: In this article, we provide guidance for substantive researchers on the use of structural equation modeling in practice for theory testing and development. We present a comprehensive, two-step modeling approach that employs a series of nested models and sequential chi-square difference tests. We discuss the comparative advantages of this approach over a one-step approach. Considerations in specification, assessment of fit, and respecification of measurement models using confirmatory factor analysis are reviewed. As background to the two-step approach, the distinction between exploratory and confirmatory analysis, the distinction between complementary approaches for theory testing versus predictive application, and some developments in estimation methods also are discussed.
34,720 citations
"Concurrent sponsorship: implication..." refers methods in this paper
...Data analysis was conducted though a two-step procedure recommended by Anderson and Gerbing (1988) using AMOS 21....
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