It works two ways: impacts of sponsorship alliance upon sport and sponsor image

Kelly, Sarah Jane, Ireland, Michael, Mangan, John and Williamson, Harley (2016) It works two ways: impacts of sponsorship alliance upon sport and sponsor image. Sport Marketing Quarterly, 25 4: 242-259.

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Author Kelly, Sarah Jane
Ireland, Michael
Mangan, John
Williamson, Harley
Title It works two ways: impacts of sponsorship alliance upon sport and sponsor image
Journal name Sport Marketing Quarterly   Check publisher's open access policy
ISSN 1061-6934
1557-2528
Publication date 2016-12-01
Sub-type Article (original research)
Open Access Status Not yet assessed
Volume 25
Issue 4
Start page 242
End page 259
Total pages 18
Place of publication Morgantown, WV, United States
Publisher Fitness Information Technology
Collection year 2017
Language eng
Abstract Determining the impact of sport sponsorship by alcohol companies has been identified as a priority research concern (World Health Organization, 2014). Despite the vast investment and potential risks, there is almost no sport sponsorship-specific research examining how the choice and behavior of one sponsorship partner affects consumer attitude toward the other partner. We test this relationship, focusing upon the controversial alcohol-sport sponsorship pairing, given its importance to sport management and policy. The findings of these robust experimental results provide the first evidence that sponsorship pairing affects brand attitudes of both the sport and commercial partner. Implications for best practice sport sponsorship management in an increasingly controversial alcohol sponsorship environment are discussed.
Keyword Sponsorship
Brand image
Alliance
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: HERDC Pre-Audit
UQ Business School Publications
 
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Created: Fri, 31 Mar 2017, 13:22:58 EST by Karen Morgan on behalf of UQ Business School