It works two ways: impacts of sponsorship alliance upon sport and sponsor image

Kelly, Sarah Jane and Ireland, Michael and Mangan, John and Williamson, Harley (2016) It works two ways: impacts of sponsorship alliance upon sport and sponsor image. Sport Marketing Quarterly, 25 (4). pp. 241-259. ISSN 1061-6934

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Abstract

Determining the impact of sport sponsorship by alcohol companies has been identified as a priority research concern (World Health Organization, 2014). Despite the vast investment and potential risks, there is almost no sport sponsorship-specific research examining how the choice and behavior of one sponsorship partner affects consumer attitude towards the other partner. We test this relationship, focusing upon the controversial alcohol-sport sponsorship pairing, given its importance to sport management and policy. The results of these robust experimental results provide the first evidence that sponsorship pairing affects brand attitudes of both the sport and commercial partner. Implications for best practice sport sponsorship management in an increasingly controversial alcohol sponsorship environment are discussed.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Access to published version in accordance with the copyright policy of the publisher.
Faculty / Department / School: Current - Faculty of Health, Engineering and Sciences - School of Psychology and Counselling
Date Deposited: 07 Apr 2017 03:10
Last Modified: 07 Apr 2017 03:12
Uncontrolled Keywords: sponsorship, brand image, alliance
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150502 Marketing Communications
17 Psychology and Cognitive Sciences > 1799 Other Psychology and Cognitive Sciences > 179999 Psychology and Cognitive Sciences not elsewhere classified
Socio-Economic Objective: E Expanding Knowledge > 97 Expanding Knowledge > 970117 Expanding Knowledge in Psychology and Cognitive Sciences
URI: http://eprints.usq.edu.au/id/eprint/31068

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