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EMAC 2024 Annual


The negative and positive effects of sponsorship announcements on brand strength
(A2024-119698)

Published: May 28, 2024

AUTHORS

Reinhard Grohs, Seeburg Castle University; Samuel Stäbler, Tilburg University

ABSTRACT

Sponsorship has become an established marketing communication tool driving sponsor brand image and equity. Yet, the idiosyncracies of individual sponsorship arrangements and the difficulty of assessing sponsorship effects on consumers beyond one-time survey studies and experiments has led to a limited understanding how sponsorship works. Therefore, the present study employs a novel approach and models how different types of sponsorship announcements (people, event, organization/association, and team) and different sponsorship communication efforts (media coverage and the brand’s social media posts) affect sponsor brand strength. The study uses a sample of 566 sponsorships announcements over 11 years, employs YouGov’s BrandIndex to measure consumers’ perceived brand strength, and controls for sponsorship characteristics (e.g., sponsorship duration) and contextual factors (e.g., sponsors’ industry). Results of a two-stage modeling approach (time series model in the first stage, moderated regression model in the second stage) are presented and discussed.