The impact of event sponsorship on Portuguese children’s brand image and purchase intentions: The moderator effects of product involvement and brand familiarity

Isabel Simões and Luisa Agante

NOVA School of Business and Economics, INOVA, Universidade Nova de Lisboa, Portugal

Introduction

Sponsorship is a global phenomenon in today’s world. In fact, since Kover’s claim that ‘it is almost impossible to find a public event that is not sponsored in some way’ (2001, p. 5), global sponsorship spending increased from $23.6 billion on 2001 to IEG estimates of $53.3 billion in 2013 (Meenaghan 2013). Even under the current economic uncertainty, companies around the world have been increasing their spending on sponsorship activities as part of their marketing expenditures (IEG 2012). One of their main objectives is, besides the increase in brand awareness, to enhance the image of specific brands, as research supports the belief that an image transference will occur from the sponsored event to the sponsor’s brand when they are linked through sponsorship (Keller 1993; Gwinner 1997; Gwinner & Eaton 1999; Smith 2004; Pope et al. 2009; Drengner et al. 2011). Despite this, limited research has explained how this transfer of image actually works and how it is influenced.