search query: @author McDonald, C. / total: 10
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| Author: | McDonald, C. |
| Title: | Sponsorship and the image of the sponsor. |
| Journal: | European Journal of Marketing
1991 : VOL. 25:11, p. 31-38 |
| Index terms: | SPONSORSHIP IMAGE MARKETING RESEARCH GOODWILL ACCOUNTING |
| Language: | eng |
| Abstract: | In order to enhance the perception of the company, it is necessary to understand how sponsorship "works" on a company image. But few companies have made serious attempts to develop this understanding. Major reasons for this are an apparent lack of interest and the difficulty of visualizing sponsorship effects. The most frequent method of assessing sponsorship effects seems to be to track awareness, familiarity and favourability. Two studies which have explored how people respond to sponsorship, are discussed. The following common factors emerged: popular ignorance, goodwill, social benefits coexisting with company advantage, prestige values, and product relevance. It is argued that subtle effects of sponsorship can be measured. |
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