Reinhard Grohs

Assessing the Effectiveness of Sport Sponsorships - An Empirical Examination

Recent surveys find that while managers favored issues of media coverage not more than ten years ago, now they rate sponsor awareness and image transfer from the sponsored event to the sponsor as the main reasons for engaging in sport C. However, the evaluation of C has not kept up with this change in priorities. Companies seem to be reluctant to evaluate sponsor awareness even though measurement is straightforward and not very costly. An important reason might be that previous studies showed unsatisfying effects of “ambush marketing”. In this form of marketing, other firms make consumers believe, incorrectly, that these companies are the actual sponsors of an event. In the case of image transfer, evaluation seems to be difficult due to a lack of a compelling comprehensive and testable model.We examine these obstacles of assessing sponsor awareness and image transfer in sport sponsorships in two ways. As a means of reducing the danger of ambush marketing, we analyze what drives correct sponsor identification. Our empirical results indicate that event-sponsor fit, event involvement, and exposure are the dominant factors predicting sponsor recall. These factors offer sponsors a basis for successful sponsorship planning and execution through the selection of an appropriate sponsorship. Second, we propose and empirically test a model that assesses image transfer in sport sponsorships. We find support for a basic level of image transfer for all sponsors. However, more detailed research and interpretation of results suggest that the magnitude of image transfer depends on two factors, sponsorship leverage and event-sponsor fit.

Image transfer in sports sponsorships: an assessment of moderating effects

This paper identifies factors that support and hinder image transfer in sports sponsorships. It develops a framework of drivers of image transfer and tests the proposed hypotheses empirically at a large sporting event with a number of different sponsors. The results suggest that event-sponsor fit has a positive impact and is the main driver of the strength of image transfer. Event involvement also positively affects image transfer, but the magnitude of this effect is lower. Sponsorship exposure does not have a significant influence. However, there is an interaction between event-sponsor fit and sponsorship exposure, indicating that higher exposure leads to an increased image transfer if the fit between event and sponsor is high. Implications of results for the choice and design of sport sponsorships are discussed and further areas of research identified.

Cultural values and effective executional techniques in advertising

Purpose – The purpose of this study is to examine likeable executional techniques in advertising across five Asian countries and their impact on purchase intentions.Design/methodology/approach – A total of 1,000 urban young adults in five Asian countries (HK, China, Indonesia, Thailand and India) were telephone interviewed on their thoughts about the TV advertisement/s that they liked, product that was being advertised and purchase intention. Their responses were summarised into seven likeable executional techniques and product categories.Findings – There is not a specific likeable executional technique that influences a purchase in four of the five countries. India is the only country where significant but weak overall model fit observed. These results demonstrate that, while there are differences among the countries, people in the same cohort broadly share the same values. For product categories, our findings demonstrate that product nature may moderate cultural influence on advertising effectiveness.Pr...

Increasing Fundraising Efficiency by Segmenting Donors

In recent years, private individual giving has gained much importance as a source of support for non-profit organisations (NPOs). Most academics consider psychographic criteria as the basis for segmenting and targeting donors. In marketing practice, however, fundraisers are often confined to socio-demographic data on their target groups. This article suggests certain socio-demographic characteristics, when combined with behavioural aspects, can be traced back to fundamental dimensions that represent efficient criteria for potential donor segmentation. The authors conducted an investigation in Austria to find which individuals (as defined by age, gender and social class) donate what amounts, how frequently, to which organisations, and in which forms. Reviewing the data and their statistical results in a succeeding interpretative process, they were able to deduce three basic conditions under which individuals are particularly prone to donate: (1) when the purpose of the NPO pertains to the individual’s sphere; (2) when the individual might benefit from the services of an organisation; (3) when the donation does not represent overmuch expense and/or effort. These conditions are proposed as dimensions for selecting and targeting specific donor-segments, allowing NPOs to increase their fundraising efficiency through easy-to-get socio-demographic data.

Attenuation of negative sponsorship effects in the context of rival sports teams’ fans

Purpose – The purpose of this study is to understand the occurrence, formation and magnitude of negative effects for sponsors of rival sports teams and to identify means to counteract negative sponsorship effects. Design/methodology/approach – Surveys measure fans’ identification with their team as well as attitudes toward rival teams and their sponsors in a soccer context. An experiment introduces sponsorship communication activities that aim at mitigating negative sponsorship effects by shifting the focus of the sponsorship. Findings – Results from surveys and experiments demonstrate that identification with a sports team negatively affects perceptions of a rival team, negative perceptions of a rival team negatively affect perceptions of its sponsors, this effect is stronger for fans with higher levels of team identification, companies can improve perceptions of rival team sponsors by shifting the focus of sponsorship-linked communication activities, but attenuating negative sponsorship effects is more ...

What drives ambush marketer misidentification

This article investigates the effectiveness of ambush marketing in terms of ambush marketer misidentification in the context of sports events. Grounded in associative network models and memory reconstruction heuristics, an empirical study examines how different ambush marketing strategies as well as event, ambush marketer, official sponsor, and individual consumer characteristics can result in ambush marketer misidentification. A descriptive survey collects data on consumers’ knowledge and perceived misleading potential of four ambush marketing strategies. Finally, three experiments aim to determine the effectiveness of these strategies and the aforementioned drivers in terms of actual ambush marketer misidentification. The results from the experiments are contrasted with the findings from the survey study. Findings are discussed with emphasis on implications for researchers, ambush marketers, official sponsors, and event organizers.

An Examination of Conditions that Moderate Negative Effects of Sponsorship Terminations on Fan Attitudes Toward the Former Sponsor

The sponsorship literature devotes considerable attention to the early stages of a sponsorship relationship and the effects of sponsorship on consumers’ awareness of and attitude toward sponsors (Cornwell 2008). Relatively little research has studied the impact on fan behaviour caused by a termination of a sponsorship relationship (Ruth and Strizhakova 2012). While a sponsorship termination might result out of reasonable causes for the sponsor, it usually has an unfavourable impact on fans’ attitudes toward the sponsor, particularly when the termination is perceived as unjustified. This paper draws on personal relationship theory to identify conditions that influence negative effects of sponsor initiated sponsorship terminations on perceptions of the (former) sponsor brand.

Einige überlegungen zur preisbildung im österreichischen lebensmitteleinzelhandel im zuge der umstellung auf den euro

Die Einführung der gemeinsamen europäischen Währung wird zumindest in der Anfangsphase mit erheblichen Umstellungen auf Nachfrage- und Angebotsseite verbunden sein, deren Auswirkungen zur Zeit nur schwer abgeschätzt werden können. Der vorliegende Beitrag beschäftigt sich zunächst mit der Preiswahrnehmung der Konsumenten aus psychologischer Sicht und sodann mit alternativen preispolitischen Maßnahmen im Hinblick auf Preisschwellen im Lebensmitteleinzelhandel. Dazu werden Prognosen österreichischer Experten in dieser Branche über die zu erwartende Entwicklung präsentiert. Schließlich liefert die Analyse ausgewählter Preisumrechnungsalternativen Anhaltspunkte über ihre potentiellen Auswirkungen auf den Umsatz des Lebens-mitteleinzelhandels.

At What Age and How Does Understanding of Product Placement Develop

guest editor of the special section for valuable feedback on earlier drafts of this manuscript. Reinhard Grohs (corresponding author) is Assistant Professor (Post Doc) at the University of Innsbruck School of Management, Brand Research Laboratory and Department of Strategic Management, Marketing and Tourism, Universitaetsstrasse 15, A-6020 Innsbruck, Austria, Tel.: (+43 512) 507 7210, Fax: (+43 512) 507 2842, E-mail: reinhard.grohs@ uibk.ac.at Heribert Reisinger is Associate Professor at the University of Vienna, Marketing Department, Bruenner Strasse 72, A-1210 Vienna, Austria, Tel.: (+43 1) 4277 38015, Fax: (+43 1) 4277 38014, E-mail: heribert.reisinger@univie.ac.at Elisabeth Wolfsteiner is Assistant Professor (Prae Doc) at the University of Vienna, Marketing Department, Bruenner Strasse 72, A-1210 Vienna, Austria, Tel.: (+43 1) 4277 38020, Fax: (+43 1) 4277 38014, E-mail: elisabeth.wolfsteiner@univie.ac.at Johanna Haas is a Graduate from the University of Innsbruck School of Management, Department of Strategic Management, Marketing and Tourism, Universitaetsstrasse 15, A-6020 Innsbruck, Austria, Tel.: (+43 512) 507 7210, Fax: (+43 512) 507 2842, E-mail: johanna.haas@hotmail.com At What Age and How Does Understanding of Product Placement Develop?

Sponsorship of Televised Sport Events

The present study contributes to our understanding of brand image formation in sport sponsorship. The authors propose that event image, event-sponsor fit and sponsorship exposure mediate the effect of interest in the sponsored event on sponsor image in two ways. First, high interest in the sponsored event increases perceived event image which in turn benefits sponsor image. Second, high event interest increases spectatorship of the event, and hence exposure to the sponsors of the event. High sponsorship exposure positively impacts on perceived event-sponsor fit and further on sponsor image. Empirical tests at two large televised sport events confirm the proposed hypotheses. Sponsorship managers and event organizers need to be cautious, however, that high levels of exposure can be a nuisance for spectators and might have a direct negative impact on perceived sponsor image.