Residual brand awareness following the termination of a long-term event sponsorship and the appointment of a new sponsor

2.50
Hdl Handle:
http://hdl.handle.net/2436/18718
Title:
Residual brand awareness following the termination of a long-term event sponsorship and the appointment of a new sponsor
Authors:
Mason, Roger B.; Cochetel, Fabrice
Abstract:
This study examined brand awareness after a change in sponsor and audience perceptions about the sponsors and the event before and after the change. A survey of the audience at a surfing event was conducted. The findings were that the original sponsor maintained high awareness levels with the audience, particularly awareness of the previously sponsored event, thereby supporting the proposition that long‐term sponsorship supports long‐term brand awareness. Secondly, the research found that a change in sponsorship does not necessarily lead to changes in respondents' perceptions of the event. Thirdly, the research showed that there was a mismatch in the values of the original sponsor and the event, whereas the current sponsor had a closer match with the event's values. Sponsorships change fairly frequently and it would be of interest to sponsors to know the extent to which benefits continue to accrue after they have stopped sponsoring an event. Since almost no research has been carried out on residual awareness and awareness decay, this paper should contribute to knowledge about the cessation of sponsorships, as well as to the broader field of sponsorship knowledge.
Citation:
Journal of Marketing Communications, 12(2): 125-144
Publisher:
Routledge (Taylor & Francis)
Issue Date:
2006
URI:
http://hdl.handle.net/2436/18718
DOI:
10.1080/13527260600630450
Additional Links:
http://www.tandf.co.uk/journals/routledge/13527266.html; http://www.ingentaconnect.com/content/routledg/rjmc/2006/00000012/00000002/art00004
Type:
Article
Language:
en
Description:
Metadata only
ISSN:
13527266; 14664445
Appears in Collections:
Management Research Centre

Full metadata record

DC FieldValue Language
dc.contributor.authorMason, Roger B.-
dc.contributor.authorCochetel, Fabrice-
dc.date.accessioned2008-02-20T12:18:14Z-
dc.date.available2008-02-20T12:18:14Z-
dc.date.issued2006-
dc.identifier.citationJournal of Marketing Communications, 12(2): 125-144en
dc.identifier.issn13527266-
dc.identifier.issn14664445-
dc.identifier.doi10.1080/13527260600630450-
dc.identifier.urihttp://hdl.handle.net/2436/18718-
dc.descriptionMetadata onlyen
dc.description.abstractThis study examined brand awareness after a change in sponsor and audience perceptions about the sponsors and the event before and after the change. A survey of the audience at a surfing event was conducted. The findings were that the original sponsor maintained high awareness levels with the audience, particularly awareness of the previously sponsored event, thereby supporting the proposition that long‐term sponsorship supports long‐term brand awareness. Secondly, the research found that a change in sponsorship does not necessarily lead to changes in respondents' perceptions of the event. Thirdly, the research showed that there was a mismatch in the values of the original sponsor and the event, whereas the current sponsor had a closer match with the event's values. Sponsorships change fairly frequently and it would be of interest to sponsors to know the extent to which benefits continue to accrue after they have stopped sponsoring an event. Since almost no research has been carried out on residual awareness and awareness decay, this paper should contribute to knowledge about the cessation of sponsorships, as well as to the broader field of sponsorship knowledge.en
dc.language.isoenen
dc.publisherRoutledge (Taylor & Francis)en
dc.relation.urlhttp://www.tandf.co.uk/journals/routledge/13527266.htmlen
dc.relation.urlhttp://www.ingentaconnect.com/content/routledg/rjmc/2006/00000012/00000002/art00004en
dc.subjectAudience awarenessen
dc.subjectAwareness decayen
dc.subjectSponsorshipen
dc.subjectSporting eventsen
dc.subjectBrand awarenessen
dc.subjectEvent marketingen
dc.titleResidual brand awareness following the termination of a long-term event sponsorship and the appointment of a new sponsoren
dc.typeArticleen
All Items in WIRE are protected by copyright, with all rights reserved, unless otherwise indicated.