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

Jörg Henseler; Bradley Wilson; Dorien de Vreede

doi:10.1108/IJSMS-10-03-2009-B006

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

Jörg Henseler, Bradley Wilson, Dorien de Vreede

Research output: Contribution to journal › Article › Academic

23 Citations (Scopus)

29 Downloads (Pure)

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
Pages (from-to)	47-54
Journal	International journal of sports marketing & sponsorship
Volume	10
Issue number	3
DOIs	https://doi.org/10.1108/IJSMS-10-03-2009-B006
Publication status	Published - 2009
Externally published	Yes

Keywords

Sponsorship
Association transfer
Harm to events

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10.1108/IJSMS-10-03-2009-B006

Henseler2009canFinal published version, 2.17 MB

Cite this

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

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.",

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AB - 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.

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KW - Association transfer

KW - Harm to events

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

Abstract

Keywords

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