Sport Marketing and Sponsorship Conference Submission (LUPIN submission).pdf (291.44 kB)
Event marketing and event sponsorship: can too much of a ‘good’ thing harm the brand?
conference contribution
posted on 2015-12-08, 10:02 authored by Soeren Winkelmann, Peter DickensonPeter Dickenson, Anne SouchonAnne Souchon, Nick Lee, Nina MichaelidouNina MichaelidouEvent marketing and event sponsorship represent some of the fastest growing communication
tools organizations use today. Yet, while related in practice, little research has examined them
together. In addition, most event marketing and event sponsorship research focuses on linear
relationships with consumer outcomes, overlooking non-linear links with brand performance.
We address these issues by distinguishing between event marketing and non-proprietary event
sponsorship, developing a framework of their quadratic relationships with brand performance,
and testing this framework on 207 UK managers. Structural equation modeling results suggest
invert-U relationships exist between the two communication tools and brand performance.
Findings are discussed.
History
School
- Sport, Exercise and Health Sciences
Published in
2016 Sport Marketing and Sponsorship ConferenceCitation
WINKLEMAN, S. ...et al., 2016. Event marketing and event sponsorship: can too much of a ‘good’ thing harm the brand?. Presented at the 2016 Sport Marketing and Sponsorship Conference, Salzburg, 7-8th April.Version
- AM (Accepted Manuscript)
Publisher statement
This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/Publication date
2016Notes
This is a conference paper.Language
- en