Mega versus local event sponsorships

PurposeThe present study aims to examine whether event size has a significant impact on consumers' perceptions of goodwill. In the relationship between event size and perceived goodwill, sponsorship duration and sponsor-event congruence are tested as moderating variables.Design/methodology/approachThis study conducts an experiment with a 2 × 2 × 2 between-subjects factorial design.FindingsThe results show the main effects of event size on perceived goodwill, and the moderating effects of sponsorship duration and sponsor-event congruence in the relationship between event size and perceived goodwill. Also, regression analyses test the relationships among the dependent variables including perceived goodwill, attitudes toward the sponsor, and purchase intentions.Originality/valueMarketing practitioners may discover the merits of a corporation sponsoring local events at lower costs, and the importance of duration and congruency.

• Publication year

  2022

• Venue

  Marketing Intelligence & Planning

• Publication date

  2022-05-26

• Fields of study

  Not labeled

• Identifiers
  DOI 10.1108/mip-11-2021-0392
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar

• No claims are published for this paper.

• No concepts are published for this paper.

• Lingering effects of sponsor transgression against a national fan base: the importance of respect in relationship management

  2021cited by this paper
• Less “Sponsorship As Advertising” and More Sponsorship-Linked Marketing As Authentic Engagement

  2019cited by this paper
• Sponsorship antecedents and outcomes in participant sport settings

  2019cited by this paper
• Inferring Corporate Motives: How Deal Characteristics Shape Sponsorship Perceptions

  2017cited by this paper
• Which sport sponsorships most impact sponsor CSR image

  2016cited by this paper
• World Cup Fever

  2014cited by this paper
• Understanding Consumer Response to Sponsorship Information: A Resource‐Matching Approach

  2012cited by this paper
• The effectiveness of advertising that leverages sponsorship and cause-related marketing

  2012cited by this paper
• Goodwill hunting? Influences of product‐cause fit, product type, and donation level in cause‐related marketing

  2012cited by this paper
• Effects of Strategic Exiting from Sponsorship after Negative Event Publicity

  2012cited by this paper
• The purchasing impact of fan identification and sports sponsorship

  2012cited by this paper
• And now, goodbye

  2012cited by this paper
• The Antecedents and Outcomes of Attachment and Sponsor Image Within Charity Sport Events

  2010cited by this paper
• Does sponsorship work in the same way in different sponsorship contexts

  2010cited by this paper
• Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis

  2010cited by this paper
• Delineating the outcomes of sponsorship

  2009cited by this paper
• The Impact of Brand Cohesiveness and Sport Identification on Brand Fit in a Sponsorship Context

  2008cited by this paper
• The Effects of Sport Involvement, Sponsor Awareness and Corporate Image on Intention to Purchase Sponsors' Products

  2008cited by this paper
• Event tourism: Definition, evolution, and research

  2008cited by this paper
• Measuring the Effectiveness of Sponsorship of an Elite Intercollegiate Football Program

  2008cited by this paper
• Is sponsorship still sponsorship

  2007cited by this paper
• The Four ‘Knowns’ of Sports Mega‐Events

  2007cited by this paper
• Consumer Awareness of Sponsorship at Grassroots Sport Events

  2006cited by this paper
• SPONSORSHIP-LINKED MARKETING: OPENING THE BLACK BOX

  2005cited by this paper
• How Corporate Sport Sponsorship Impacts Consumer Behavior

  2005cited by this paper
• CONGRUENCE EFFECTS IN SPONSORSHIP: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive

  2004cited by this paper
• Brand Image Transfer Through Sponsorship: A Consumer Learning Perspective

  2004cited by this paper
• Associating the Corporation with a Charitable Event Through Sponsorship: Measuring the Effects on Corporate Community Relations

  2002cited by this paper
• Sponsorship and Advertising: A Comparison of Consumer Perceptions

  2001cited by this paper
• Exploring Managers' Perceptions of the Impact of Sponsorship on Brand Equity

  2001cited by this paper
• Developing and validating a multidimensional consumer-based brand equity scale

  2001cited by this paper
• Determinants of sports sponsorship response

  2000cited by this paper
• The impact of sport sponsorship activities, Corporate image and prior use on a consumer purchase Intent

  2000cited by this paper
• Media effect in commercial sponsorship

  1999cited by this paper
• Goodwill: A reexamination of the construct and its measurement

  1999cited by this paper
• Building Brand Image Through Event Sponsorship: The Role of Image Transfer

  1999cited by this paper
• Brand Association and Memory Decay Effects of Sponsorship: the Case of the Australian Formula One Grand Prix

  1998cited by this paper
• Fan or Fanatic: Refining a Measure of Sports Involvement

  1998cited by this paper
• A model of image creation and image transfer in event sponsorship

  1997cited by this paper
• Consumer evaluations of sponsorship programmes

  1995cited by this paper
• The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising

  1994cited by this paper
• Sponsorship and the Image of the Sponsor

  1991cited by this paper
• Sponsorship – Legitimising the Medium

  1991cited by this paper
• Cognitive and affective priming effects of the context for print advertisements

  1990cited by this paper
• The definition and analysis of hallmark tourist events

  1989cited by this paper
• An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context

  1989cited by this paper
• Recent Attribution Research in Consumer Behavior: A Review and New Directions

  1988cited by this paper
• Causes and effects of causal attribution

  1984cited by this paper
• The processes of causal attribution.

  1973cited by this paper

• No citing papers are available for this paper.