Work

Can sponsorships be harmful for events? Investigating the transfer of associations from sponsors to events

Year: 2009

Type: article

Abstract: This paper outlines how sponsorships can be beneficial or harmful to events. Using an experimental design and focusing on association transfers surrounding a snowboarding event, we illustrate that the sponsoring brand associations have a significant effect on the associations of the event. Our results indicate that in this instance some associations are transferred; others are not significant. Event managers must track which of these association transfers are occurring in order to understand and maintain their desired positioning.

Source: International Journal of Sports Marketing and Sponsorship

DOI: 10.1108/ijsms-10-03-2009-b006

Authors: Jöxrg Henseler, Bradley Wilson, Dorien de Vreede

Institutions: Radboud University Nijmegen, RMIT University, Google (Ireland)

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W1819630655

FWCI: 4.148

Cites: 37

Cited by: 43

Related to: 10