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The company you keep: Brand image transfer in concurrent event sponsorship

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  • Boronczyk, Felix
  • Breuer, Christoph

Abstract

Despite the ubiquity of concurrent sponsorship situations in practice, the interplay of simultaneously visible sponsors has received very little attention in the literature to date. Although the presence of concurrently visible brands is often seen as a threat to sponsors as they compete for consumers' attention, under certain conditions, brands may also stand to profit from their cosponsors. By using manipulated video treatments, this laboratory experiment is the first to recreate an incidental brand exposure environment typical for sponsorship. This allowed for natural perception and processing of sponsor brand information. The results provide evidence of a direct transfer of both brand attitudes and brand personality traits between concurrent event sponsors. Additionally, an indirect image transfer of personality traits via a mediated route through the image of the sponsored event could be observed.

Suggested Citation

  • Boronczyk, Felix & Breuer, Christoph, 2021. "The company you keep: Brand image transfer in concurrent event sponsorship," Journal of Business Research, Elsevier, vol. 124(C), pages 739-747.
    • Handle: RePEc:eee:jbrese:v:124:y:2021:i:c:p:739-747
    DOI: 10.1016/j.jbusres.2019.03.022
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    References listed on IDEAS

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    1. Geuens, Maggie & Weijters, Bert & De Wulf, Kristof, 2009. "A new measure of brand personality," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 97-107.
    2. McCracken, Grant, 1989. "Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 310-321, December.
    3. Kevin P. Gwinner & Brian V. Larson & Scott R. Swanson, 2009. "Image Transfer In Corporate Event Sponsorship: Assessing The Impact Of Team Identification And Event-Sponsor Fit," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 2(1), pages 1-15.
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    1. Tapas Ranjan Moharana & Debashree Roy & Garima Saxena, 2023. "Brand sponsorship effectiveness: how self-congruity, event attachment, and subjective event knowledge matters to sponsor brands," Journal of Brand Management, Palgrave Macmillan, vol. 30(5), pages 432-448, September.

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