Choosing among alternative parties to be sponsored for supporting brand strategies, based upon emotional responses
In recent years, much research has been concerned with the effects of sponsorships and the possible advantages a company can gain from engaging in sponsoring activities. Recently focus has been on the role, that sponsoring plays in branding strategy. Here it becomes important to understand exactly w...
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Published in | Journal of consumer behaviour Vol. 5; no. 6; pp. 504 - 517 |
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Main Authors | , , |
Format | Journal Article |
Language | English |
Published |
Chichester, UK
John Wiley & Sons, Ltd
01.11.2006
Wiley Subscription Services, Inc |
Subjects | |
Online Access | Get full text |
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Abstract | In recent years, much research has been concerned with the effects of sponsorships and the possible advantages a company can gain from engaging in sponsoring activities. Recently focus has been on the role, that sponsoring plays in branding strategy. Here it becomes important to understand exactly what a potential party to be sponsored contributes to the perception of a brand or a company. In this paper, the aim has been reversed to focus on the sponsored party. We propose a number of measurements to determine emotional responses and overall evaluations associated with a sponsored party who is a part of a sponsorship agreement with a company. Four different groups of parties to be sponsored are investigated: social aid organisations, culture, sport and TV‐programmes. Several interesting results emerged from this study; the parties to be sponsored were evaluated very differently on the dimensions used in the study and it is shown that a company can gain very different results depending on the type of object to choose to sponsor. Furthermore, it was shown that the overall evaluation of a party to be sponsored to a large extent is determined by emotions. Copyright © 2006 John Wiley & Sons, Ltd. |
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AbstractList | o In recent years, much research has been concerned with the effects of sponsorships and the possible advantages a company can gain from engaging in sponsoring activities. Recently focus has been on the role, that sponsoring plays in branding strategy. Here it becomes important to understand exactly what a potential party to be sponsored contributes to the perception of a brand or a company. In this paper, the aim has been reversed to focus on the sponsored party. We propose a number of measurements to determine emotional responses and overall evaluations associated with a sponsored party who is a part of a sponsorship agreement with a company. Four different groups of parties to be sponsored are investigated: social aid organisations, culture, sport and TV-programmes. Several interesting results emerged from this study; the parties to be sponsored were evaluated very differently on the dimensions used in the study and it is shown that a company can gain very different results depending on the type of object to choose to sponsor. Furthermore, it was shown that the overall evaluation of a party to be sponsored to a large extent is determined by emotions. Copyright John Wiley & Sons. Reproduced with permission. An electronic version of this article can be accessed via http://www.interscience.wiley.com Abstract In recent years, much research has been concerned with the effects of sponsorships and the possible advantages a company can gain from engaging in sponsoring activities. Recently focus has been on the role, that sponsoring plays in branding strategy. Here it becomes important to understand exactly what a potential party to be sponsored contributes to the perception of a brand or a company. In this paper, the aim has been reversed to focus on the sponsored party. We propose a number of measurements to determine emotional responses and overall evaluations associated with a sponsored party who is a part of a sponsorship agreement with a company. Four different groups of parties to be sponsored are investigated: social aid organisations, culture, sport and TV‐programmes. Several interesting results emerged from this study; the parties to be sponsored were evaluated very differently on the dimensions used in the study and it is shown that a company can gain very different results depending on the type of object to choose to sponsor. Furthermore, it was shown that the overall evaluation of a party to be sponsored to a large extent is determined by emotions. Copyright © 2006 John Wiley & Sons, Ltd. In recent years, much research has been concerned with the effects of sponsorships and the possible advantages a company can gain from engaging in sponsoring activities. Recently focus has been on the role, that sponsoring plays in branding strategy. Here it becomes important to understand exactly what a potential party to be sponsored contributes to the perception of a brand or a company. In this paper, the aim has been reversed to focus on the sponsored party. We propose a number of measurements to determine emotional responses and overall evaluations associated with a sponsored party who is a part of a sponsorship agreement with a company. Four different groups of parties to be sponsored are investigated: social aid organisations, culture, sport and TV-programmes. Several interesting results emerged from this study; the parties to be sponsored were evaluated very differently on the dimensions used in the study and it is shown that a company can gain very different results depending on the type of object to choose to sponsor. Furthermore, it was shown that the overall evaluation of a party to be sponsored to a large extent is determined by emotions. [PUBLICATION ABSTRACT] In recent years, much research has been concerned with the effects of sponsorships and the possible advantages a company can gain from engaging in sponsoring activities. Recently focus has been on the role, that sponsoring plays in branding strategy. Here it becomes important to understand exactly what a potential party to be sponsored contributes to the perception of a brand or a company. In this paper, the aim has been reversed to focus on the sponsored party. We propose a number of measurements to determine emotional responses and overall evaluations associated with a sponsored party who is a part of a sponsorship agreement with a company. Four different groups of parties to be sponsored are investigated: social aid organisations, culture, sport and TV‐programmes. Several interesting results emerged from this study; the parties to be sponsored were evaluated very differently on the dimensions used in the study and it is shown that a company can gain very different results depending on the type of object to choose to sponsor. Furthermore, it was shown that the overall evaluation of a party to be sponsored to a large extent is determined by emotions. Copyright © 2006 John Wiley & Sons, Ltd. |
Author | Hansen, Flemming Halling, Jens Christensen, Lars Bech |
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Snippet | In recent years, much research has been concerned with the effects of sponsorships and the possible advantages a company can gain from engaging in sponsoring... Abstract In recent years, much research has been concerned with the effects of sponsorships and the possible advantages a company can gain from engaging in... o In recent years, much research has been concerned with the effects of sponsorships and the possible advantages a company can gain from engaging in sponsoring... |
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SubjectTerms | Advertising Brands Communication Consumer behavior Consumer preferences Corporate sponsorship Customers Demotions Emotions Employees Enterprises Information processing Market positioning Marketing Sponsorship Sports Strategic behaviour Studies Television |
Title | Choosing among alternative parties to be sponsored for supporting brand strategies, based upon emotional responses |
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