Can sponsorships be harmful for events?: Investigating the transfer of associations from sponsors to events

Jörg Henseler, Bradley Wilson, Dorien de Vreede

  • 13 Citations

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 languageEnglish
Pages (from-to)47-54
JournalInternational journal of sports marketing & sponsorship
Volume10
Issue number3
DOIs
StatePublished - 2009
Externally publishedYes

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Sponsorship
Managers
Positioning
Experimental design

Keywords

  • IR-91123

Cite this

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