Sponsorship portfolio as a brand-image creation strategy

Chien, P. Monica, Cornwell, T. Bettina and Pappu, Ravi (2011) Sponsorship portfolio as a brand-image creation strategy. Journal of Business Research, 64 2: 142-149. doi:10.1016/j.jbusres.2010.02.010

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Author Chien, P. Monica
Cornwell, T. Bettina
Pappu, Ravi
Title Sponsorship portfolio as a brand-image creation strategy
Journal name Journal of Business Research   Check publisher's open access policy
ISSN 0148-2963
Publication date 2011-02-01
Year available 2010
Sub-type Article (original research)
DOI 10.1016/j.jbusres.2010.02.010
Volume 64
Issue 2
Start page 142
End page 149
Total pages 8
Editor A. Woodside
Place of publication New York, NY, U.S.A.
Publisher Elsevier
Language eng
Formatted abstract
The meanings held by events are sometimes transferable to a brand through sponsorship. The perceived sponsor–property fit affects brand evaluations. This research hypothesizes that in the case of a sponsorship portfolio, the source of image transfer can be composite, and brand image association may depend on the perceived fit between sponsorships. Building on theories of social cognition and categorization, this research proposes two dimensions of fit: sponsorship category relatedness and event personality fit. Two experiments show that categorical relatedness between sponsorships not only leads to the creation of a unified brand personality for the sponsor, but also enhances brand meaning consistency and clarity. Central category-related traits cue a category membership framework that integrates sponsorships in the portfolio. Under conditions of category ambiguity, the impact of event personality fit emerges. Interestingly, the findings suggest that sponsored properties having a “spiky” brand personality (having both high and low performance on dimensions) may communicate most clearly in a portfolio.
Crown Copyright © 2010 Published by Elsevier Inc. All rights reserved.
Keyword Sponsorship
Perceived fit
Brand image
Brand personality
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes Available online 12 March 2010.

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2011 Collection
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 35 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 52 times in Scopus Article | Citations
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Created: Sat, 27 Nov 2010, 01:38:16 EST by Karen Morgan on behalf of School of Tourism