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?

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conference contribution
posted on 08.12.2015, 10:02 by Soeren Winkelmann, Peter Dickenson, Anne Souchon, Nick Lee, Nina Michaelidou
Event 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 Conference

Citation

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

2016

Notes

This is a conference paper.

Language

en

Location

Salzburg