Journal article
Beyond brand exposure: measuring the sponsorship halo effect
Measuring Business Excellence, Vol.20(3), pp.1-14
2016
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 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
- 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; 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
- Research Statement
- false
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