The company you keep: An analysis of the effects of concurrent sponsorship on consumer-focused outcomes of sponsorship

Felix Boronczyk

The company you keep: An analysis of the effects of concurrent sponsorship on consumer-focused outcomes of sponsorship

Felix Boronczyk

Abteilung Sportmanagement

Publikation: Buch/Bericht › Dissertationsschrift

454 Downloads (Pure)

Abstract

Während das parallele Auftreten mehrerer Sponsoren in der Praxis allgegenwärtig ist, haben die Wechselwirkungen zwischen gleichzeitig sichtbaren Sponsoren in der Sponsoringforschung bislang nur wenig Beachtung erfahren. Umgebungen in welchen Konsumenten mit Botschaften von mehreren Sponsoren konfrontiert werden sind ungleich komplexer als einfache Sponsor-Sponsee-Partnerschaften. Während die Gegenwart gleichzeitig sichtbarer Sponsoren bislang vornehmlich als Bedrohung für weitere Marken betrachtet wurde, da sie von deren Botschaften ablenken könnten, könnten Sponsoren unter gewissen Umständen auch von der gleichzeitigen Sichtbarkeit von Co-Sponsoren profitieren.
Durch eine ausführliche Untersuchung der Auswirkungen gleichzeitiger Sponsorings auf konsumentenbezogene Effekte von Sponsoring strebt diese Dissertation einen Beitrag zur Sponsoringliteratur an. Kapitel 2 untersucht die Auswirkungen der visuellen Eigenschaften paralleler Sponsorenbotschaften auf die visuelle Aufmerksamkeit für Sponsorenlogos. Die Ergebnisse weisen auf einen direkten Einfluss der visuellen Gestaltung auf die Effektivität visueller Sponsorenbotschaften hin, wobei ein stärkerer visueller Kontrast die Aufmerksamkeit der Zuschauer für Sponsorenlogos erhöht.
Kapitel 3 und 4 befassen sich mit der weiteren Verarbeitung von Sponsorenbotschaften. Die Ergebnisse belegen einen direkten Einfluss gleichzeitiger Sponsoren auf eine Marke durch einen Transfer von Markenassoziationen, markenbezogenen Gefühlen und Markeneinstellungen.

Originalsprache	Englisch

Erscheinungsort	Köln
Verlag	Deutsche Sporthochschule Köln
Seitenumfang	40
Publikationsstatus	Veröffentlicht - 2020

Zugriff auf Dokument

Dissertation Felix Boronczyk 2020Endgültige publizierte Fassung, 727 KB

4 Zeitschriftenaufsätze

The company you keep: Brand image transfer in concurrent event sponsorship
Boronczyk, F. & Breuer, C., 01.01.2021, in: JOURNAL OF BUSINESS RESEARCH. 124, 124, S. 739-747 9 S.
Publikation: Beitrag in Fachzeitschrift › Zeitschriftenaufsätze › Forschung › Begutachtung
Brand-related feelings and sponsor attitude formation
Boronczyk, F. & Breuer, C., 01.04.2020, in: International Journal of Sports Marketing & Sponsorship. 21, 3, S. 513-526 14 S.
Publikation: Beitrag in Fachzeitschrift › Zeitschriftenaufsätze › Forschung › Begutachtung
Marken in guter Gesellschaft
Boronczyk, F., 11.2020, in: IMPULSE -- Das Wissenschaftsmagazin der Deutschen Sporthochschule Köln. 25, 2, S. 12-19 8 S.
Publikation: Beitrag in Fachzeitschrift › Zeitschriftenaufsätze › Forschung

Zitation

@book{037c5c4493874bc2b646403a71c60c0c,

title = "The company you keep: An analysis of the effects of concurrent sponsorship on consumer-focused outcomes of sponsorship",

abstract = "Although concurrent sponsorship situations are ubiquitous in practice, the interplay of simultaneously visible sponsors has received very little attention in the literature on sponsorship-linked marketing to date. Environments in which consumers are exposed to messages from more than one sponsor are significantly more complex than simple sponsor-sponsee dyads. While to date the presence of concurrently visible sponsors has typically been seen as a threat to sponsoring brands that could divert consumers{\textquoteright} attention under certain conditions, sponsors may also stand to profit from the incidental exposure of co-sponsors. This dissertation seeks to contribute to the literature on the effects of concurrent sponsorship environments by providing a comprehensive analysis of the effects on consumer-focused sponsorship outcomes. Chapter 2 examines how the visual properties of concurrent sponsors influence visual attention to sponsor signage. The results indicate that the effectiveness of visual sponsorship messages is directly influenced by the visual properties of concurrently visible sponsors{\textquoteright} signage. Greater levels of visual contrast increase viewer attention for sponsor signage. Chapters 3 and 4 focus on the further processing of sponsor information. The findings provide evidence for a direct influence of concurrent sponsors on the sponsor through a spillover of brand associations, brand-related feelings, and brand attitude.",

author = "Felix Boronczyk",

note = "Kumulative Dissertation",

year = "2020",

language = "English",

publisher = "Deutsche Sporthochschule K{\"o}ln",

}

TY - BOOK

T1 - The company you keep

T2 - An analysis of the effects of concurrent sponsorship on consumer-focused outcomes of sponsorship

AU - Boronczyk, Felix

N1 - Kumulative Dissertation

PY - 2020

Y1 - 2020

N2 - Although concurrent sponsorship situations are ubiquitous in practice, the interplay of simultaneously visible sponsors has received very little attention in the literature on sponsorship-linked marketing to date. Environments in which consumers are exposed to messages from more than one sponsor are significantly more complex than simple sponsor-sponsee dyads. While to date the presence of concurrently visible sponsors has typically been seen as a threat to sponsoring brands that could divert consumers’ attention under certain conditions, sponsors may also stand to profit from the incidental exposure of co-sponsors. This dissertation seeks to contribute to the literature on the effects of concurrent sponsorship environments by providing a comprehensive analysis of the effects on consumer-focused sponsorship outcomes. Chapter 2 examines how the visual properties of concurrent sponsors influence visual attention to sponsor signage. The results indicate that the effectiveness of visual sponsorship messages is directly influenced by the visual properties of concurrently visible sponsors’ signage. Greater levels of visual contrast increase viewer attention for sponsor signage. Chapters 3 and 4 focus on the further processing of sponsor information. The findings provide evidence for a direct influence of concurrent sponsors on the sponsor through a spillover of brand associations, brand-related feelings, and brand attitude.

AB - Although concurrent sponsorship situations are ubiquitous in practice, the interplay of simultaneously visible sponsors has received very little attention in the literature on sponsorship-linked marketing to date. Environments in which consumers are exposed to messages from more than one sponsor are significantly more complex than simple sponsor-sponsee dyads. While to date the presence of concurrently visible sponsors has typically been seen as a threat to sponsoring brands that could divert consumers’ attention under certain conditions, sponsors may also stand to profit from the incidental exposure of co-sponsors. This dissertation seeks to contribute to the literature on the effects of concurrent sponsorship environments by providing a comprehensive analysis of the effects on consumer-focused sponsorship outcomes. Chapter 2 examines how the visual properties of concurrent sponsors influence visual attention to sponsor signage. The results indicate that the effectiveness of visual sponsorship messages is directly influenced by the visual properties of concurrently visible sponsors’ signage. Greater levels of visual contrast increase viewer attention for sponsor signage. Chapters 3 and 4 focus on the further processing of sponsor information. The findings provide evidence for a direct influence of concurrent sponsors on the sponsor through a spillover of brand associations, brand-related feelings, and brand attitude.

M3 - Dissertations

BT - The company you keep

PB - Deutsche Sporthochschule Köln

CY - Köln

ER -

The company you keep: An analysis of the effects of concurrent sponsorship on consumer-focused outcomes of sponsorship

Abstract

Zugriff auf Dokument

Fingerprint

Publikationen

The company you keep: Brand image transfer in concurrent event sponsorship

Brand-related feelings and sponsor attitude formation

Marken in guter Gesellschaft

Zitation