Mega versus local event sponsorships
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/appr...
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| Published in | Marketing intelligence & planning Vol. 40; no. 5; pp. 671 - 689 |
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| Main Authors | , , |
| Format | Journal Article |
| Language | English |
| Published |
Bradford
Emerald Publishing Limited
04.07.2022
Emerald Group Publishing Limited |
| Subjects | |
| Online Access | Get full text |
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| Abstract | 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. |
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| AbstractList | Purpose>The 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/approach>This study conducts an experiment with a 2 × 2 × 2 between-subjects factorial design.Findings>The 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/value>Marketing practitioners may discover the merits of a corporation sponsoring local events at lower costs, and the importance of duration and congruency. Purpose The 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/approach This study conducts an experiment with a 2 × 2 × 2 between-subjects factorial design. Findings The 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/value Marketing practitioners may discover the merits of a corporation sponsoring local events at lower costs, and the importance of duration and congruency. 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. |
| Author | Lee, Younghan Fink, Janet S. Koo, Jakeun |
| Author_xml | – sequence: 1 givenname: Jakeun orcidid: 0000-0001-6913-3096 surname: Koo fullname: Koo, Jakeun email: jakeun.koo@tsu.edu – sequence: 2 givenname: Janet S. surname: Fink fullname: Fink, Janet S. email: jsfink@isenberg.umass.edu – sequence: 3 givenname: Younghan orcidid: 0000-0002-4735-4450 surname: Lee fullname: Lee, Younghan email: yl690@msstate.edu |
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| Keywords | Sponsorship duration Local sponsorship Sponsorship-linked marketing Sponsor-event congruence Perceived goodwill |
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| Snippet | PurposeThe present study aims to examine whether event size has a significant impact on consumers' perceptions of goodwill. In the relationship between event... Purpose The present study aims to examine whether event size has a significant impact on consumers' perceptions of goodwill. In the relationship between event... Purpose>The present study aims to examine whether event size has a significant impact on consumers' perceptions of goodwill. In the relationship between event... |
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| SubjectTerms | 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 |
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| Title | Mega versus local event sponsorships |
| URI | https://www.emerald.com/insight/content/doi/10.1108/MIP-11-2021-0392/full/html https://www.proquest.com/docview/2682583884/abstract/ |
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