Ma Events Management

P a ge |1

Sport sponsorship as a value creating strategy for brands

Preston Anthony Dsouza Student No: 09048878 Masters of SPORTS MANAGEMENT Academic Year 2011 - 12

London Metropolitan University 17 th May 2012

P a ge |2 TABLE OF CONTENTS 1.0 INTRODUCTION ............................................................................................................. 4 1.1 Background ................................................................................................................... 4 1.2 Problem Statement ......................................................................................................... 6 1.3 Research Aim and Objectives ......................................................................................... 7 1.4 Research Questions ........................................................................................................ 7 1.5 Summary ....................................................................................................................... 7 CHAPTER 2: LITERATURE REVIEW................................................................................... 9 2.1 Introduction ................................................................................................................... 9 2.2 Theoretical Background ................................................................................................11 2.2.1 Sponsorship: A Concept..........................................................................................11 2.2.2 Balance theory of Sponsorship. ...............................................................................11 2.2.3 Sponsorship expectations ........................................................................................12 2.3 Sponsorship as marketing communications ....................................................................13 2.4 Sponsorship and corporate strategy

References: Aaker, D. A., 1991. Managing Brand Equity. New York: The Free Press. Alexander, N., 2009. Defining brand values through sponsorship. International Journal of Retail and Distribution Management, 37(4), pp.346-357. Amis, J. and Cornwell, B. T., 2005. Global sport sponsorship. UK: Berg. Amis, J., 2003. Good things come to those who wait: the strategic management of image and reputation of Guinness. Journal of Sport Management, 3(3), pp. 189-214. Anon, S., 2008. Statewide twenty-20: The Mercury. Available at http://www.thmercury.com.au/article/2008/10/34075-sport.html [Accessed 28th April 2012] Bennett, R., 1999. Sports sponsorship, spectator recall and false consensus. European of Marketing, 33(3), pp. 299-311. Brown, G. 2000. Emerging issues in Olympic sponsorship: implications for host cities. Sport Management Review, 3, pp. 71-92. Cornwell, B., Roy, D., Steinard, E. and Faber, R., 2001. Exploring manager’s perceptions of the impact of sponsorship on brand equity. Journal of Advertising, 30. P. 41-52. Cornwell, T. B., 1995. Sponsorship-linked marketing development. Sport Marketing Quarterly, 4(4), pp.13-24. Cornwell, T., 2008. State of art and science in sponsorship-linked marketing. Journal of Advertising, 37, pp. 41-55. Crimmins, J. and Horn, M., 1996. Sponsorship: from management ego trip to marketing success. Journal of Advertising research, 36, pp. 11-21. Cricinfo, M., 2005. Sahara retains Indian team sponsorship rights.Available at: http://contentwww.cricnfo.com/india/content/story/230258. [Accessed 28th April 2012] P a g e | 53 Crompton, J., 2004. Conceptualization and alternate operationalizations of the measurement of sponsorship effectiveness in sport. Leisure Studies, 23, pp. 267-281. Farrell, J. F. and Frame, W. S., 1997. The value of Olympic sponsorships: who is capturing the Gold? Journal of Market Focused Management, 2, pp. 171-182. Ferrand, A., Torrigiani, L. and Camps, A., 2006. Routledge handbook for sports sponsorship: successful strategies. UK: Routledge. Hamel, G. and Prahalad, C. K., 1994. Competing for the future. Boston: Harvard Business School Press. Keller, K. L., 1993. Conceptualizing, measuring and managing customer based brand equity. Journal of Marketing, 57(1), pp. 1-22. Kelley, S. W. and Turley, L. W., 2001. Consumer perceptions of service quality attributes at sporting events. Journal of Business Research, 54(2), pp. 161-166. Kim, J., 2010 The worth of sport event sponsorship: an event study. Journal of Management and Marketing Research, 1(1), pp.2-5. Kothari, C., 2008. Research methodology: methods and techniques. USA: New Age International. Lagae, W., 2005. Sports Sponsorship and Marketing Communications. London: FT Prentice Hall. Laurel, B., 2003. Design Research: Methods and Perspectives. USA: MIT Press. Madrigal, R., 2001. Social identity effects in a belief-attitude-intentions hierarchy: implications for corporate sponsorship. Psychology and Marketing, 18, pp.145-165. McNeill, p. and Chapman, S., 2005. Research methods. UK: Routledge Meenaghan, T., 1983. Commercial sponsorship. European Journal of Marketing, 7, pp. 5-71. P a g e | 54 Meenaghan, T., 2001. Sponsorship and advertising: a comparison of consumer perceptions. Psychology of Marketing, 18(2), pp. 95-122. Nickell, D., Cornwell, T. B. and Johnston, W. J., 2011. Sponsorship-linked marketing: a set of research propositions. Journal of Business and Industrial Marketing, volume 26(8), pp. 577-589. Papadimitriou, D., Apostolopoulou, A. and Dounis, T., 2008. Event sponsorship as a value creating strategy for brands. Journal of product and brand management, 17(4) pp. 212-222. Parks, J. B., Quarterman, J. and Thibault, L., 2007. Contemporary Sport Management. Champaighn, IL: Human Kinetics. Pearson, 2007. Understanding research philosophies and approaches. Available at: http://wps.pearsoned.co.uk/ema_uk_he_saunders_resmethbus_4/65/16695/4274089.cw/content/i ndex.html [Accessed 22 April 2012]. Pollay, R. W. and Mittal, B., 1993. Here’s the beef: factors, determinants and segments in consumer criticism of advertising. Journal of Marketing, 18, pp. 9-114. Pyun, D., 2006. The proposed model of attitude toward through sport advertising. Florida: Florida State University. Roy, D. P. and Cornwell, T. B., 2003. Brand equity’s influence on responses to event sponsorship. Journal of Product and Brand Management, 12(6), pp. 377-393. Shah, K. and D’Souza, A., 2009. Advertising and promotions an IMC perspective. New Delhi: Tata McGraw-Hill Publishing Company Limited. Smith, G., 2004. Brand image transfer through sponsorship: a consumer learning perspective. Journal of Marketing Management, 20, pp.457-474. Stipp, H., 1998. The impact of Olympic sponsorship on corporate image. International Journal of Advertising, 17(1), pp. 75-87. Underwood, R., Bond, E. and Baer, R., 2001. Building service brands via social identity: lessons from the marketplace. Journal of Marketing Theory and Practice, 3, pp. 1-12. P a g e | 55 Wakefield, K., Becker-Olsen, K. and Cornwell, T., 2007. I spy a sponsor: the effects of sponsorship level, prominence and cueing on recall accuracy. Journal of Advertising, 36, pp. 6174. Walliser, B., 2003. An international review of sponsorship research: extension and update. International Journal of Advertising, 22, pp. 5-40. Weeks, C., Cornwell, T. and Drennan, J., 2008. Leveraging sponsorships on the internet: activation, congruence, and articulation. Psychology and Marketing, 25, pp. 637-654. Zijonc, R. B., 1968. Attitudinal effects of mere exposure. Journal of Personality and Social Psychology Monogragh Supplement, 9, pp. 1-27. P a g e | 56 APPENDICES Appendix one: Questionnaire Questionnaire Name: 1. Age: