Managers' Use of Sponsorship in Building Brands: Service and Product Firms Contrasted

摘要: Managers' Use of Sponsorship in Building Image for Services Corporate sponsorship sports, events, and causes has increased dramatically over the past decade. Today, is fastest growing form marketing communications. In 1997, expenditures were 9% higher than previous year compared to a 6% growth advertising 3% sales promotion expenditures. This sustained made it $4.8 billion industry United States (International Events Group 1998). Approximately two-thirds this expenditure directed at sport (Smith, 1997). The popularity event often attributed its ability provide an alternative traditional advertising. Advertising been primary mode communications, but plagued by overload messages, creating media clutter (Meenaghan, 1983; Gardner Shuman, 1987). Also, attractive communications vehicle because potential event's image transfer sponsoring brand (Gwinner, includes creation non-attribute-based associations, or associations unrelated product attributes (Park Srinivasan, 1994). Previous research area sought identify types events firms sponsor (Abratt, Clayton, Pitt, 1987; Marshall Cook, 1992), objectives (Hoek, Gendall, West, 1990; Kuzma, Shanklin, McCally, 1993; Quester, 1997), target audiences (Crowley, 1991; 1987), influence on building brands with consumer (Crimmins Horn, 1996; Gwinner, 1997; McDaniel, 1995; Tuan Pham, 1992). paper extends examining whether differences exist between service terms utilization perceived effectiveness achieving desired objectives. Although good deal conducted (see Cornwell Maignan, 1998), first comparison versus area. purpose determine generally held beliefs about role effects hold, regardless firm firm. Differences services products have acknowledged previously. mix traditionally emphasized personal selling. Sales promotions "below line" such as competitions (Peattie Peattie, 1995) never popular services. not considered group measured media, utilized vehicle. may attracted marketers due communicate provider. Rushton Carson (1989), their analysis services, find that points difference include aims, methods, techniques follows: * Methods based having physical are automatically precluded Without substance there can be no display itself. A appearance itself so relies heavily promotional activity material image. usually appropriate provider service--the organization something more tangible. Promotion is, course, also used help create images tangible products--but while same both goods, intangible different from …