Sport business…..
“Firms are now investing heavily in sponsorship,
yet much of this sponsorship fails to deliver the expected positive
outcomes to firms. This paper aims to address this problem by taking
into consideration the nature of corporate sponsorship and the fit
between brand image developed by corporate sponsorship and established
brand concept.”
“Two separate studies were conducted. Study 1 aimed to test the main effect of two types of corporate sponsorship on consumer
responses to the brand and the mediating role of brand image
perception. Study 2 used a different design to test the moderating
effect of brand concept.”
.
“The results from two studies
indicated that two types of corporate sponsorship commercial and
philanthropic influenced consumer response through varied mechanisms.”
.
“Specifically, commercial sponsorship increased the competence
perception of sponsors and thereby enhances purchase intention, while
philanthropic sponsorship promoted brand attitude through strengthening
the warmth perception of sponsors.”
.
“Moreover, the fit between
established brand concept and brand image perceptions is critical for
consumer responses. That is, warmth perception was more congruent with
the self-transcendence brand concept, while competence perception fitted
better with the self-enhancement brand concept in increasing consumer
responses.”
.
“This paper divides corporate sponsorship into
commercial and philanthropic sponsorship and investigates the process of
achieving fit when conducting corporate sponsorship. More important,
this paper adds to the literature by investigating the interaction
between brand image produced by corporate sponsorship and original brand
concept, which helps to reveal how fit occurs when conducting
sponsorship.”
.
H.Zhu, et al
Doing well when doing good: the fit between corporate sponsorship and brand concept
Journal Of Consumer Marketing — Volume 35 #7 — 2018 — page 722