Conference paper
Sponsor Bonding: An Australian Cricket Field Study
Proceedings of the 2018 Australian and New Zealand Marketing Academy Conference, pp.438-441
Australian & New Zealand Marketing Academy Conference (ANZMAC), 2018 (Adelaide, Australia, 03-Dec-2018–05-Dec-2018)
Australian and New Zealand Marketing Academy (ANZMAC)
2018
Abstract
Sponsor branding has become omnipresent at public events as it is considered a very effective way for companies to connect and engage with specific targeted audiences. Yet the communities of audiences and fans that form and bond around sponsored activities are not always accepting of the intrusion of commercialised marketing efforts. Hence, the aim of this study is to augment existing sponsorship research models with the construct of sponsor bonding which measures the influence of fans' acceptance of a sponsor's efforts to engage with them. Using the real-life context of a commercial sponsorship of the Brisbane Heat cricket team competing in Australia's Big Bash League (BBL) the research model is tested through two national, online surveys of BBL television broadcast viewers. Our findings show sponsor bonding to be a strong mediating influence on a sponsor's consumer-based brand equity and a stronger influence than brand associations on brand loyalty.
Details
- Title
- Sponsor Bonding: An Australian Cricket Field Study
- Authors
- Leonard Vance (Author) - University of the Sunshine Coast - Faculty of Arts, Business and LawMaria Raciti (Author) - University of the Sunshine Coast - Faculty of Arts, Business and LawMeredith A Lawley (Author) - University of the Sunshine Coast - Faculty of Arts, Business and Law
- Contributors
- Jodie Conduit (Editor)Carolin Plewa (Editor)Dean Wilkie (Editor)
- Publication details
- Proceedings of the 2018 Australian and New Zealand Marketing Academy Conference, pp.438-441
- Conference details
- Australian & New Zealand Marketing Academy Conference (ANZMAC), 2018 (Adelaide, Australia, 03-Dec-2018–05-Dec-2018)
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Date published
- 2018
- ISBN
- 9781877040658
- 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
- 99451235102621
- Output Type
- Conference paper
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