An Investigation of the Relationship between Sponsorship and Brand Equity - A Study Exploring Sport Sponsorship in General and the Influence of Consumer Involvement
Stimpson, Jonathan (2014) An Investigation of the Relationship between Sponsorship and Brand Equity - A Study Exploring Sport Sponsorship in General and the Influence of Consumer Involvement. [Dissertation (University of Nottingham only)] (Unpublished)
Sponsorship of major sporting events has become an increasingly popular tool for companies to expose their brands to a large audience. However, little research investigates the effectiveness and impact of this marketing tool on various aspects of the brand. This study aims to understand the relationship between sponsorship and all components of brand equity, in addition to analysing whether the consumers’ involvement impacts the efficiency of sponsorship. A questionnaire was designed to gather data in order to conduct an analysis of quantitative nature. The findings suggest that sponsorship positively impacts the brand loyalty, brand awareness, and perceived quality elements of the sponsor’s brand equity. Additionally, consumer involvement impacts the effectiveness of sponsorship on both brand awareness and brand associations. Brands should therefore consider if sponsorship is a suitable tool depending on their objectives. Additionally, they may consider understanding consumers’ involvement with the event and the sport as it may affect the effectiveness of the sponsorship campaign.
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