Between rivalry and alliance: Assessing inter-brand effects in concurrent event sponsorship

Publikation: Beitrag in Buch/Bericht/KonferenzbandKonferenzbeitrag - Abstract in KonferenzbandForschungBegutachtung

Abstract

Despite its ubiquity in the field of sport and entertainment, very little is known about the impact of concurrent sponsoring on marketing effectiveness. This eye-tracking experiment (n=92) shows that viewers’ visual attention for sponsor signage is affected by the signage color of concurrent sponsors.
Further, sponsor brands can benefit from the perceived image of strong co-sponsor brands. These findings stress the importance of concurrent sponsor signage on capturing viewer attention and demonstrate that image attributes can spill over between co-sponsors.
OriginalspracheEnglisch
TitelSport Marketing and Sponsorship Conference 2016 - Conference Proceedings
Seitenumfang1
Herausgeber (Verlag)Privatuniversität Schloss Seeburg
Erscheinungsdatum2016
Seiten12
PublikationsstatusVeröffentlicht - 2016
VeranstaltungSport Marketing and Sponsorship Conference - Salzburg, Österreich
Dauer: 07.04.201608.04.2016

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