a r t i c l e i n f o Sponsorships capture a significant proportion of marketing budgets. In firm evaluations of the effectiveness of sponsorship engagements, image improvements represent the most important company objective. This study develops and tests a framework for explaining how exposure and activity involvement moderate the effects of event image, event–sponsor fit, and event commercial...

With global spending now exceeding US$500 billion, packaging is considered a critical strategic element for brand differentiation and identity. This paper examines consumer response to ‘sponsorship leveraged packaging’ (SLP), a marketing tool commonly used in the Australian FMCG Industry. Findings indicate that sponsorship messages depicted on FMCG packaging are predominantly processed incident...

Though the term "sponsorship" is not used in the Code of Canon Law, it is generally accepted today that "sponsorship" entails the use of a particular name and the exercise of certain responsibilities that arise from this use. A person's good name--whether the "person" is an individual or a group--is of primary importance today; and sponsorship responsibilities are exercised in relation to what ...

Project sponsorship is assumed to be critical to the success of information systems development and implementation. However, there is limited research on the effect of vendor-based sponsorship on the management of information technology (IT) projects. This paper contributes to that emerging body of evidence. Drawing on literature on psychological contract, management control and project sponsor...

Corporate sponsorship of events contributes significantly to marketing aims, including brand awareness as measured by recall and recognition of sponsor-event pairings. Unfortunately, resultant advantages accrue disproportionately to brands having a natural or congruent fit with the available sponsorship properties. In three cued-recall experiments, the effect of articulation of sponsorship fit ...

The purpose of the paper is to extend self-image congruence research into the corporate sponsorship literature in marketing communications. We do this by developing a conceptual model showing how self-congruity with a sponsorship event affects brand loyalty. The model posits that self-congruity with a sponsorship event has a positive influence on brand loyalty, especially under two conditions: ...

OBJECTIVE To determine parents' and children's attitudes towards food, beverage and alcohol sponsorship of elite and children's sports and the acceptability of policies and alternative funding models to limit this sponsorship. DESIGN Telephone surveys were conducted with parents in February-May 2011. One child from each household was invited to complete an online survey. Surveys assessed pare...

Participation sponsorship and creative of sports events can have strategic communication effects. In this study the car brand “Peugeot” in Tunisia, impact participation on image transfer was compared with that support, considering moderating effect involvement spectators process. Structural equation modeling analysis used to validate measurement images structural models tran...