Donald P. Roy

SPONSORSHIP-LINKED MARKETING: OPENING THE BLACK BOX

Sponsorship of sports, arts, and causes has become a mainstream marketing communications tool. A great deal of fieldwork has attempted to gauge the relative effectiveness of sponsorship in a marketing context, but these weakly controlled field studies contribute little to our understanding of how individuals process sponsorship-linked marketing communications. By considering possible underlying information-processing mechanics, individual- and group-level factors, market factors, and management factors, together with theorized sponsorship outcomes, this paper offers a model of consumer-focused sponsorship-linked marketing communications that summarizes and extends theoretical understanding of the topic.

Exploring Managers' Perceptions of the Impact of Sponsorship on Brand Equity

Abstract Sponsorship of sporting and other events has become an increasingly popular marketing communications vehicle. However, little research has investigated how sponsorship participation is beneficial to a firm and its brands. This study explores how managers view the brand-equity-building capabilities of their sponsorship linked marketing programs over time. In a two-phase survey, fifty managers report on the value of sponsorships in building brand equity. Findings show that “leverage,” the use of advertising and promotion to support the sponsorship, and active management involvement are significant predictors of both the perceived differentiation of the brand from its competitors and adding financial value to the brand.

Brand equity’s influence on responses to event sponsorships

Recent research into consumer responses to sponsorships has examined the role of sponsor‐event fit on cognitive and affective responses. However, influences on sponsor‐event fit have received little consideration. In this study, a sponsor’s brand equity is evaluated as a facilitator of sponsor‐event fit. Six sponsors (three high equity/three low equity) were paired with six events. Results of hypothesis testing indicated that sponsors with high brand equity were perceived as more congruent sponsors than sponsors with low brand equity even though the events sponsored were identical. Also, a positive relationship was found between sponsor‐event congruence and favorable attitudes toward the sponsor. Results of this study suggest that consumers’ attitudes toward sponsors are comprised of associations other than the sponsor‐event association. While lesser known brands can use sponsorship as a brand‐building vehicle, they may not attain the same level of results as their high equity counterparts.

The impact of congruence in cause marketing campaigns for service firms

Purpose – Several studies have examined sponsor‐cause congruence as an influence on consumer response to cause marketing campaigns. This paper aims to assess the relationship between sponsor‐cause congruence and consumer responses to cause marketing programs. In addition, it aims to test the possible existence of an interaction of congruence and service type of a cause sponsor (utilitarian vs hedonic) on consumer response.Design/methodology/approach – A 2×2 experimental design was used to assess the impact of congruence and firm type. A total of 176 students participated in the main experiment. Sponsor‐cause linkages were presented using mock press releases.Findings – Results indicated no main effects differences existed for the sponsorship response variables collectively, but perceived sincerity and attitude toward sponsor were significantly more positive for congruent sponsor‐cause linkages and attitude toward sponsor was significantly more positive for utilitarian sponsors. The congruence‐service type ...

Influences on Consumer Responses to Winter Olympics Sponsorship

Perceived fit between a sponsoring brand and an event is considered to be a key sponsorship requirement, but little is known about the variables that are related to perceived fit. Coca - Colas sponsorship of the 2002 Salt Lake City Winter Olympics is examined to assess relationships between attitude toward the brand, attitude toward the event, and attitude toward sponsorships and brand/event fit. A telephone survey was used to contact 448 consumers. Results indicate that attitude toward the brand is moderately related to brand/event fit and attitude toward sponsorships is significantly related to brand/event fit.

Impact of congruence in cause marketing campaigns for professional sport organisations

Cause marketing is the fastest growing type of sponsorship and is a key tactic for implementing a firm’s social responsibility strategy. Unique characteristics of the sport industry make cause marketing participation compelling, if not expected for sport organisations. This study assessed the relationship between sponsor-cause congruence and consumer responses to cause marketing programmes for professional sport leagues. A total of 186 students participated in a two-group experimental design. Results indicated a main effects difference for sponsorship response variables between congruent and less congruent conditions. Perceived sincerity was significantly more positive for congruent sponsor-cause linkages. Subjects’ level of interest with the sport league sponsoring a cause was a significant covariate with attitude toward the sponsor and indirect/direct consumption intention. Given the low means for the consumer response variables, the cause marketing efforts of professional sport brands may not have the same impact as those executed by brands in other product categories.

A Comparison of the Incidence of Advertising Strategies in Business-Related Magazines

Abstract Knowledge of services marketing has evolved over the last twenty years. However, promotion of services has not received as much attention from researchers as have other areas of services marketing, especially in the business service area. Some studies have compared advertising of services and goods, and this study seeks to add to that body of knowledge. Specifically, service and good advertisements are compared on three dimensions of advertising strategy: creative message strategy, message appeal, and executional framework. A content analysis of 515 magazine advertisements from business-related magazines found little differences in the advertising strategies between services and goods; both extensively using cognitive message strategies, rational message appeals and an informative execution style.

Alumni Perceptions of a Move to NCAA Division IA Football Membership.

ABSTRACT Because of its prominent role, football has the potential to positively impact a university in several ways. Previous research on college athletics has focused on the financial impact of athletic success on institutions (e.g., donations). This research examines the marketing capabilities of college football by measuring alumni perceptions of a large southeastern universitys move to NCAA Division IA football. A total of 297 alumni participated in a telephone survey. A high percentage of alumni believe IA football is prestigious and that the move to IA has influenced game attendance intention. Alumni believe the universitys image has been positively influenced by the move to IA, and 21% believe the perceived value of their college degree has been enhanced by the move to IA. Findings from this study can aid universities in understanding the importance of football to alumni and how athletics can keep alumni connected with their alma mater.

Assessing Implementation Approaches For Internal Marketing Programs

Internal marketing of a firm’s marketing strategy is viewed as important to the success of implementing its external marketing strategies. This paper assesses two approaches for implementing internal marketing programs. First, the traditional marketing mix framework is discussed. Then, internal marketing based on the relationship marketing paradigm is presented. The purpose of presenting these two approaches is not to advocate one approach over the other. Instead, the two approaches are presented as alternative paths that can be used to reach the same goal, successful implementation of marketing strategy.