Open AccessSports Event Sponsorship For Brand Promotion
Author(s) -
J. A. F. Nicholls,
Sydney Roslow,
Henry A. Laskey
Publication year - 2011
Publication title -
journal of applied business research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.149
H-Index - 22
eISSN - 2157-8834
pISSN - 0892-7626
DOI - 10.19030/jabr.v10i4.5905
Subject(s) - advertising , attendance , brand preference , promotion (chess) , event (particle physics) , business , marketing , brand management , preference , brand awareness , psychology , political science , economics , physics , quantum mechanics , politics , law , microeconomics
In investigating the effectiveness of brand promotion at a sports event, respondents were asked to name their preferred brand in nine categories of consumer goods and services. Each category included one brand promoted at the event by a sponsor. Brand preference was analyzed in terms of frequency of attendance. Results suggest that ton-site advertising effectiveness may be more related to the specific brand rather than to frequency of attendance (advertising exposure).