Mega versus local event sponsorships

• Published in: Marketing intelligence & planning Vol. 40; no. 5; pp. 671 - 689
• Main Authors: Koo, Jakeun, Fink, Janet S., Lee, Younghan
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 04.07.2022; Emerald Group Publishing Limited
• Subjects: Advertising; Altruism; Attribution theory; Between-subjects design; Brand image; Communication; Community relations; Consumer behavior; Consumers; Corporate image; Corporate sponsorship; Marketing; Perceptions; Purchase intention; Reputations; Retail stores; Sporting goods; Sponsorship duration; Local sponsorship; Sponsorship-linked marketing; Sponsor-event congruence; Perceived goodwill
• ISSN: 0263-4503; 1758-8049
• DOI: 10.1108/MIP-11-2021-0392

PurposeThe present study aims to examine whether event size has a significant impact on consumers' perceptions of goodwill. In the relationship between event size and perceived goodwill, sponsorship duration and sponsor-event congruence are tested as moderating variables.Design/methodology/approachThis study conducts an experiment with a 2 × 2 × 2 between-subjects factorial design.FindingsThe results show the main effects of event size on perceived goodwill, and the moderating effects of sponsorship duration and sponsor-event congruence in the relationship between event size and perceived goodwill. Also, regression analyses test the relationships among the dependent variables including perceived goodwill, attitudes toward the sponsor, and purchase intentions.Originality/valueMarketing practitioners may discover the merits of a corporation sponsoring local events at lower costs, and the importance of duration and congruency.