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

Research output: Chapter in Book/Report/Conference proceedingConference contribution - Published abstract for conference with selection processResearchpeer-review


Research units


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.
Original languageEnglish
Title of host publicationSport Marketing and Sponsorship Conference 2016 - Conference Proceedings
Number of pages1
PublisherPrivatuniversität Schloss Seeburg
Publication date2016
Publication statusPublished - 2016
EventSport Marketing and Sponsorship Conference - Salzburg, Austria
Duration: 07.04.201608.04.2016

ID: 1955567

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