Abstract
This paper outlines how sponsorships can be beneficial or harmful to events. Using an experimental design and focusing on association transfers surrounding a snowboarding event, we illustrate that the sponsoring brand associations have a significant effect on the associations of the event. Our results indicate that in this instance some associations are transferred; others are not significant. Event managers must track which of these association transfers are occurring in order to understand and maintain their desired positioning.
Original language | English |
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Pages (from-to) | 47-54 |
Journal | International journal of sports marketing & sponsorship |
Volume | 10 |
Issue number | 3 |
DOIs | |
Publication status | Published - 2009 |
Externally published | Yes |
Keywords
- Sponsorship
- Association transfer
- Harm to events