✦ LIBER ✦

Assessing the drivers of sport sponsor identification: Findings from an empirical lab study

✍ Scribed by Christoph Breuer; Christopher Rumpf

Book ID: 104601032
Publisher: John Wiley and Sons
Year: 2011
Tongue: English
Weight: 162 KB
Volume: 53
Category: Article
ISSN: 1096-4762
DOI: 10.1002/tie.20449

No coin nor oath required. For personal study only.

✦ Synopsis

Abstract

The relevance of sport sponsorship as a vehicle for implementing marketing communication strategies has grown at an increasing rate. However, the evaluation of sponsorship activities still lacks a substantial understanding of how brand stimuli are processed in a sport media context. Therefore, this article is intended to contribute to the understanding of sponsorship effectiveness. In a quasi‐experimental lab study, five drivers of sponsor identification were assessed. These drivers were classified by the level of sponsor logo exposure on TV and the proximity between brand and consumer. While previous research assessed the level of sponsor logo exposure by counting seconds of clear visibility on screen, this research also examines the effects of on‐screen size and competitors on screen. The results suggest that the size and exclusiveness of sponsor logo exposure are key drivers in generating sponsor identification. © 2011 Wiley Periodicals, Inc.

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