Enhancing brand image via sponsorship: strength of association effects

Despite the increased usage of sponsorship activities by practitioners, there has been little research on the impact of sponsorship on building brand image.

Enhancing brand image via sponsorship: strength of association effects

Srdan Zdravkovic

Bryant University

Brian D. Till

Saint Louis University

Introduction

Sponsorship has grown rapidly in the past ten years, with expenditures increasing from $13 billion worldwide in 1996 to $44 billion in 2009 (IEG 2010). Formally, sponsorship is defined as an investment, in cash or kind, in an activity, in return for access to the exploitable commercial potential associated with that activity (Meenaghan 1991; IEG 2006). Areas of sponsorship are broad; they range from supporting sports, outdoor activities, concerts and academic gatherings to sponsoring buildings, social causes and research. According...

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