How does sponsorship of a high-involvement sports event mark the sponsor brand? An application to public institutions
The study examines brand awareness, recall and bonding between the brand and the sponsored event, event involvement, value and the reputation of the institutional brand, as well as the perception among local attendees, using the Trinidad Alfonso Marathon celebrated in Valencia (Spain). A sample of 5...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad del País Vasco (UPV/EHU)
2020-03-01
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| Series: | Management Letters/Cuadernos de Gestión |
| Subjects: | |
| Online Access: | http://www.ehu.eus/cuadernosdegestion/revista/en/published-issues/articulo?year=2020&vol=20&num=2&o=5 |
| _version_ | 1819023404210061312 |
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| author | Walesska Schlesinger Amparo Cervera Taulet María José Miquel Romero |
| author_facet | Walesska Schlesinger Amparo Cervera Taulet María José Miquel Romero |
| author_sort | Walesska Schlesinger |
| collection | DOAJ |
| description | The study examines brand awareness, recall and bonding between the brand and the sponsored event, event involvement, value and the reputation of the institutional brand, as well as the perception among local attendees, using the Trinidad Alfonso Marathon celebrated in Valencia (Spain). A sample of 507 attendees (runners and viewers) was obtained and the results showed the relevance of the transfer of the perceptions of the sponsored activity to the institutional brand. Also, it was found that the type of event participation, the gender and the exposure determine different responses. The findings reveal a series of implications for brand managers in the public administration domain regarding the design of effective communication strategies aiming at building the desired positioning to one of the most relevant stakeholder groups: the residents in the territory which the institutional brand represents. Existing literature on sponsorship of participant sport-based events has generally focused on private brands and only with the perception of participants; the present research provides value by analysing perceptions from the heterogeneity of the public and in a public sphere. |
| first_indexed | 2024-12-21T04:38:21Z |
| format | Article |
| id | doaj.art-7eb96ae7fe5b49b1b69c0f81b0bf9a75 |
| institution | Directory Open Access Journal |
| issn | 1131-6837 1988-2157 |
| language | English |
| last_indexed | 2024-12-21T04:38:21Z |
| publishDate | 2020-03-01 |
| publisher | Universidad del País Vasco (UPV/EHU) |
| record_format | Article |
| series | Management Letters/Cuadernos de Gestión |
| spelling | doaj.art-7eb96ae7fe5b49b1b69c0f81b0bf9a752022-12-21T19:15:47ZengUniversidad del País Vasco (UPV/EHU)Management Letters/Cuadernos de Gestión1131-68371988-21572020-03-0120212314810.5295/cdg.191085wsHow does sponsorship of a high-involvement sports event mark the sponsor brand? An application to public institutionsWalesska Schlesinger0Amparo Cervera Taulet1María José Miquel Romero2Facultad de Economía. Dpto. de Comercialización e Investigación de Mercados. Avda. Tarongers s/n, 46022 Valencia (España). m.walesska.schlesinger@uv.esInstituto de Economía Internacional (IEI). Calle serpis, 46022 Valencia (España). amparo.cervera@uv.esFacultad de Economía. Dpto. de Comercialización e Investigación de Mercados. Avda. Tarongers s/n, 46022 Valencia (España). maria.j.miquel@uv.esThe study examines brand awareness, recall and bonding between the brand and the sponsored event, event involvement, value and the reputation of the institutional brand, as well as the perception among local attendees, using the Trinidad Alfonso Marathon celebrated in Valencia (Spain). A sample of 507 attendees (runners and viewers) was obtained and the results showed the relevance of the transfer of the perceptions of the sponsored activity to the institutional brand. Also, it was found that the type of event participation, the gender and the exposure determine different responses. The findings reveal a series of implications for brand managers in the public administration domain regarding the design of effective communication strategies aiming at building the desired positioning to one of the most relevant stakeholder groups: the residents in the territory which the institutional brand represents. Existing literature on sponsorship of participant sport-based events has generally focused on private brands and only with the perception of participants; the present research provides value by analysing perceptions from the heterogeneity of the public and in a public sphere.http://www.ehu.eus/cuadernosdegestion/revista/en/published-issues/articulo?year=2020&vol=20&num=2&o=5brandingvalue brandbrand awarenessreputation brandpublic brandgestión de marcavalor de marcanotoriedadreputaciónmarca pública |
| spellingShingle | Walesska Schlesinger Amparo Cervera Taulet María José Miquel Romero How does sponsorship of a high-involvement sports event mark the sponsor brand? An application to public institutions Management Letters/Cuadernos de Gestión branding value brand brand awareness reputation brand public brand gestión de marca valor de marca notoriedad reputación marca pública |
| title | How does sponsorship of a high-involvement sports event mark the sponsor brand? An application to public institutions |
| title_full | How does sponsorship of a high-involvement sports event mark the sponsor brand? An application to public institutions |
| title_fullStr | How does sponsorship of a high-involvement sports event mark the sponsor brand? An application to public institutions |
| title_full_unstemmed | How does sponsorship of a high-involvement sports event mark the sponsor brand? An application to public institutions |
| title_short | How does sponsorship of a high-involvement sports event mark the sponsor brand? An application to public institutions |
| title_sort | how does sponsorship of a high involvement sports event mark the sponsor brand an application to public institutions |
| topic | branding value brand brand awareness reputation brand public brand gestión de marca valor de marca notoriedad reputación marca pública |
| url | http://www.ehu.eus/cuadernosdegestion/revista/en/published-issues/articulo?year=2020&vol=20&num=2&o=5 |
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