Literature Review on Sponsorship Essay example - 2715 Words

Literature review on Sponsorship Module title: Integrated Marketing Communication Kingston University, Faculty of Business and Law Academic Year 2012/2013 Introduction Sponsorship as a communication form can contribute significantly to a company by building brand awareness and heighten consumer attitudes (Cornwell et al., 2006). However, the effect of sponsorship is dependent on the public being aware of the sponsor-sponsee relationship. This review aims to determine how the perception of fit between the two influences the agreement, and factors potentially affecting this perception. The review starts with looking at overall perception, before continuing to discuss challenges related to the topic. Perception of fit within†¦show more content†¦Perception of ‘natural fit’ A ‘good fit’ or ‘natural fit’, is when the sponsor-sponsee linkage is obvious or clear to the public (Becker-Olson and Simmons, 2002) i.e. Adidas sponsoring the Olympics. Some benefits have already been stated, and researchers (Weeks et al. 2008, Cornwell et al. 2006, Keller 1993, Gwinner et al. 2009, Becker-Olson and Simmons 2002) agree that a natural sponsorship fit is preferable, with supported arguments ranging from more favourable marketing outcomes and higher sponsor identification (Weeks et al., 2008). In Chien and Cornwell’s (2011) opinion, brand image may even depend on a good fit, because it is directly tied to consumer associations, or as Keller (1993, P: 11) explains, â€Å"when the brand becomes linked with the event, some of the associations with the event may become indirectly associated with the brand†. A ‘natural fit’ also limits questioning around the sponsor’s motive and reasons for sponsoring an event (Be cker-Olson and Simmons, 2002). However, an exception given by Hamlin and Wilson (2004) is that the perception of ‘good fit’ often is too loosely defined, as the definition only relates to associations and general similarities in values between sponsor and sponsee, without any evidence to back-up these assumptions. Their research also found that motives behind a sponsorship could be questioned if the fit was believed to be ‘too good’, as the public might see the agreement asShow MoreRelatedIntroduction to Sports Sponsorship1103 Words   |  5 Pageshearts using sponsorships as another way to promote their brands (Heismith, 1994). As defined by Cornwell et al. 2005), ‘’Sponsorships are a growing communication form, and are defined by a sponsor (i.e. a brand or firm) providing cash and/or other compensation in exchange for access to an object’s commercial potential (i.e. exposure and association with the cause, event, organisation or individual related to a sport, cultu ral, and/or non-profit entity)’’. Benett (1999) adds that, Sponsorships ‘’seek toRead MoreWomen and Sports1522 Words   |  7 PagesReview of Literature Thesis There is a definite correlation between the economics of professional women ¡Ã‚ ¦s sports and their ultimate success. As most success in sport leagues, teams and associations are measured by longevity, win/loss records, and most importantly, revenue, the footprint of female competition at the professional level has not been paramount at any point in our history. Professional women ¡Ã‚ ¦s athletics is characterized by an economic model and a level of acceptance amongstRead MoreReview Of Getting Bang For The Buck Sports Sponsorships Essay923 Words   |  4 Pages Literature Review Title: Getting Bang for the Buck in Sports Sponsorships Type of source: Website Objective as it evaluates data Author: Jeremy Gregg Date: 1 March 2015 Author background information: Jeremy Gregg is a 3 times TED X speaker dealing with entrepreneurial ventures. 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The major branding opportunities, offered by Formula One teams have magnetised billions of sponsorship dollars. This dissertation investigates the cause/effect relationship between Formula One sponsor-