Conference paper
Comparing the Impact on a Sponsor’s Brand of Community Relations Focused, Cause-Related and Commercially- Oriented Sponsorships: A Case Study
Proceedings of the 2013 Australian and New Zealand Marketing Academy Conference, pp.1-7
Australian & New Zealand Marketing Academy Conference (ANZMAC), 2013 (Wellington, New Zealand, 01-Dec-2013–04-Dec-2013)
Australian and New Zealand Marketing Academy (ANZMAC)
2013
Abstract
Companies are increasingly turning to sponsorship to address their corporate social responsibilities (CSR). It is the ability of sponsorship to generate goodwill towards a brand that sets it apart from other forms of marketing. Yet, measurement of the intangible outcomes from sponsorship has proved challenging for the industry with sponsorship recall often used as the proxy measure. This is relevant for companies looking to enhance their reputation in the community as research suggests sponsorships that are overtly commercial in nature can diminish sentiment towards a sponsor's brand and potentially erode brand equity. Using six years of brand tracking data provided by a large Queensland utility corporation, this study compares the impact on reputational brand equity of commercially-oriented, community-relations focused and cause-related sponsorships. By combining sponsorship recall with impact on brand attributes it was found that cause-related sponsorships and community-relations focused and make greater contributions to brand equity than commercially-oriented sponsorships.
Details
- Title
- Comparing the Impact on a Sponsor’s Brand of Community Relations Focused, Cause-Related and Commercially- Oriented Sponsorships: A Case Study
- Authors
- Leonard Vance (Author) - University of the Sunshine Coast - Faculty of Arts and BusinessMaria Raciti (Author) - University of the Sunshine Coast - Faculty of Arts and BusinessMeredith A Lawley (Author) - University of the Sunshine Coast - Faculty of Arts and Business
- Contributors
- Rod Brodie (Editor)
- Publication details
- Proceedings of the 2013 Australian and New Zealand Marketing Academy Conference, pp.1-7
- Conference details
- Australian & New Zealand Marketing Academy Conference (ANZMAC), 2013 (Wellington, New Zealand, 01-Dec-2013–04-Dec-2013)
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Date published
- 2013
- ISBN
- 9780646563305
- Copyright note
- Copyright © 2013 ANZMAC and the authors. Reproduced with permission of the copyright holder.
- Organisation Unit
- School of Business and Creative Industries; Indigenous and Transcultural Research Centre; University of the Sunshine Coast, Queensland; USC Business School - Legacy; Sustainability Research Cluster
- Language
- English
- Record Identifier
- 99448731502621
- Output Type
- Conference paper
- Research Statement
- false
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