Increasing sponsorship effectiveness through brand experience
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 January 2013
Abstract
This quasi-experimental field study examines whether companies can improve the effectiveness of their sponsorship investments by creating a brand experience. Data were collected among participants of a sponsored marathon. During this event participants had the opportunity to engage in an experience orchestrated by one of the main sponsors of the event. We compare the data of participants who ran the marathon and also engaged in the experience with those who solely ran the marathon. The results reveal that participating in the experience increases top of mind awareness, brand recall and attitudes towards the sponsoring brand, compared to just running the marathon. Additionally, within the experience condition, brand experience and flow predict brand attitudes.
Keywords
Citation
Fransen, M.L., Rompay, T.J.L.v. and Muntinga, D.G. (2013), "Increasing sponsorship effectiveness through brand experience", International Journal of Sports Marketing and Sponsorship, Vol. 14 No. 2, pp. 37-50. https://doi.org/10.1108/IJSMS-14-02-2013-B004
Publisher
:Emerald Group Publishing Limited
Copyright © 2013 by Winthrop Publications Limited