Measuring the effects of event sponsorship: theoretical frameworks and image transfer models

Abreu Novais, Margarida and Arcodia, Charles (2013) Measuring the effects of event sponsorship: theoretical frameworks and image transfer models. Journal of Travel and Tourism Marketing, 30 4: 308-334. doi:10.1080/10548408.2013.784149

Author Abreu Novais, Margarida
Arcodia, Charles
Title Measuring the effects of event sponsorship: theoretical frameworks and image transfer models
Journal name Journal of Travel and Tourism Marketing   Check publisher's open access policy
ISSN 1054-8408
Publication date 2013-05
Year available 2013
Sub-type Article (original research)
DOI 10.1080/10548408.2013.784149
Open Access Status
Volume 30
Issue 4
Start page 308
End page 334
Total pages 27
Place of publication Philadelphia, United States
Publisher Routledge
Collection year 2014
Language eng
Formatted abstract
The use of event sponsorship or other types of sponsorship as a means to establish, enhance, or change brand image is a fairly common practice for a variety of organizations. This objective has been identified as one of the two most common goals for organizations to engage in sponsorship programs. The rationale behind the popularity of sponsorship as a marketing tool to achieve image goals is the general assumption that, by linking a brand to an event, the image of the event can be transferred to the image of the sponsor.

Despite the increasing sophistication of event sponsorship and rising academic interest in understanding sponsorship practice, there is still a lack of in-depth understanding of how sponsorship processes work, in particular in what concerns its brand outcomes. The article addresses this issue by documenting, examining, and critically assessing the existing literature. The main explanations of brand image transfer, including theoretical frameworks and models, are presented; empirical research, divided into effectiveness of brand image transfer and the factors affecting such process, is analyzed; and two main issues found in the more recent articles—direction of brand image transfer and multiple sponsorships—are discussed. Finally, existing gaps are identified and research propositions are presented to guide future research.
Keyword Brand image transfer
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2014 Collection
UQ Business School Publications
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