Beyond brand exposure: measuring the sponsorship halo effect

Leonard Vance; Maria Raciti; Meredith A Lawley

doi:10.1108/MBE-07-2015-0037

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Journal article

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Peer reviewed

Beyond brand exposure: measuring the sponsorship halo effect

Leonard Vance, Maria Raciti and Meredith A Lawley

Measuring Business Excellence, Vol.20(3), pp.1-14

2016

DOI: https://doi.org/10.1108/MBE-07-2015-0037

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Abstract

Purpose: Global spending on sponsorship continues to rise and many companies now establish portfolios containing a range of sponsorships across sport, arts and cause-related activities. Yet a lack of practical methodologies for the measurement and comparison of sponsorship performance within a portfolio context remains a challenge. Sponsors often rely solely on proxy measures for brand exposure drawn from advertising. These do not capture the higher-level outcomes of sponsorship awareness and goodwill transfer, often attributed to sponsorship as a 'halo effect'. This paper presents a matrix tool that combines consumer awareness of and goodwill for a sponsorship so the halo effects of sponsorships within a portfolio can be quantified and compared. Design/methodology/approach: This archival analysis study is based on six years of brand tracking data (comprised of some 15,500 consumer surveys) supplied by a large Australian company. A sponsorship portfolio matrix is developed to measure the halo effect. Findings: This study demonstrates that a sponsorship's halo effect can be measured and comparisons drawn across sponsorship types within a portfolio. The study shows that despite the significantly higher levels of brand awareness achieved by commercially oriented professional sports sponsorship types, community relations oriented sponsorship types achieve a greater halo effect due to their more positive impact on the sponsor's brand attributes. Originality/value: The matrix provides a valuable tool by which sponsorships can be compared, evaluated and managed to meet the longer-term brand and marketing objectives of a company.

Details

Title: Beyond brand exposure: measuring the sponsorship halo effect
Authors: Leonard Vance (Author) - University of the Sunshine Coast - Faculty of Arts, Business and Law
Maria Raciti (Author) - University of the Sunshine Coast - Faculty of Arts, Business and Law
Meredith A Lawley (Author) - University of the Sunshine Coast - Faculty of Arts, Business and Law
Publication details: Measuring Business Excellence, Vol.20(3), pp.1-14
Publisher: Emerald Group Publishing Ltd.
Date published: 2016
DOI: 10.1108/MBE-07-2015-0037
ISSN: 1368-3047
Copyright note: Copyright © 2016 Emerald Group Publishing Limited. This article is © Emerald Group Publishing and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
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: 99450929302621
Output Type: Journal article

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