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Sponsorship portfolio as a brand-image creation strategy

Author

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  • Chien, P. Monica
  • Cornwell, T. Bettina
  • Pappu, Ravi

Abstract

The meanings held by events are sometimes transferable to a brand through sponsorship. The perceived sponsor-property fit affects brand evaluations. This research hypothesizes that in the case of a sponsorship portfolio, the source of image transfer can be composite, and brand image association may depend on the perceived fit between sponsorships. Building on theories of social cognition and categorization, this research proposes two dimensions of fit: sponsorship category relatedness and event personality fit. Two experiments show that categorical relatedness between sponsorships not only leads to the creation of a unified brand personality for the sponsor, but also enhances brand meaning consistency and clarity. Central category-related traits cue a category membership framework that integrates sponsorships in the portfolio. Under conditions of category ambiguity, the impact of event personality fit emerges. Interestingly, the findings suggest that sponsored properties having a "spiky" brand personality (having both high and low performance on dimensions) may communicate most clearly in a portfolio.

Suggested Citation

  • Chien, P. Monica & Cornwell, T. Bettina & Pappu, Ravi, 2011. "Sponsorship portfolio as a brand-image creation strategy," Journal of Business Research, Elsevier, vol. 64(2), pages 142-149, February.
  • Handle: RePEc:eee:jbrese:v:64:y:2011:i:2:p:142-149
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    References listed on IDEAS

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    1. Pracejus, John W. & Olsen, G. Douglas, 2004. "The role of brand/cause fit in the effectiveness of cause-related marketing campaigns," Journal of Business Research, Elsevier, vol. 57(6), pages 635-640, June.
    2. Cornwell, T. Bettina & Coote, Leonard V., 2005. "Corporate sponsorship of a cause: the role of identification in purchase intent," Journal of Business Research, Elsevier, vol. 58(3), pages 268-276, March.
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    4. T. Bettina Cornwell & Michael S. Humphreys & Angela M. Maguire & Clinton S. Weeks & Cassandra L. Tellegen, 2006. "Sponsorship-Linked Marketing: The Role of Articulation in Memory," Journal of Consumer Research, Oxford University Press, vol. 33(3), pages 312-321, November.
    5. Sirgy, M. Joseph & Lee, Dong-Jin & Johar, J.S. & Tidwell, John, 2008. "Effect of self-congruity with sponsorship on brand loyalty," Journal of Business Research, Elsevier, vol. 61(10), pages 1091-1097, October.
    6. Huifang Mao & H. Shanker Krishnan, 2006. "Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two-Process Contingency Model," Journal of Consumer Research, Oxford University Press, vol. 33(1), pages 41-49, June.
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    Cited by:

    1. Doyle, Jason P. & Pentecost, Robin D. & Funk, Daniel C., 2014. "The effect of familiarity on associated sponsor and event brand attitudes following negative celebrity endorser publicity," Sport Management Review, Elsevier, vol. 17(3), pages 310-323.
    2. S. Hossein Jalali & Ghadir Shakiba Jamalabad, 2014. "Media E-Branding and its Antecedents: A Case from Iranian Online News Agencies," South Asian Journal of Management Sciences (SAJMS), Iqra University, Iqra University, vol. 8(2), pages 70-78, Fall.
    3. Huber, Frank & Meyer, Frederik & Vogel, Johannes & Weihrauch, Andrea & Hamprecht, Julia, 2013. "Endorser age and stereotypes: Consequences on brand age," Journal of Business Research, Elsevier, vol. 66(2), pages 207-215.
    4. Macdougall, Hannah K. & Nguyen, Sheila N. & Karg, Adam J., 2014. "‘Game, Set, Match’: An exploration of congruence in Australian disability sport sponsorship," Sport Management Review, Elsevier, vol. 17(1), pages 78-89.
    5. Bibby, David N., 2011. "Sponsorship portfolio as brand image creation strategies: A commentary essay," Journal of Business Research, Elsevier, vol. 64(6), pages 628-630, June.
    6. Uhrich, Sebastian & Koenigstorfer, Joerg & Groeppel-Klein, Andrea, 2014. "Leveraging sponsorship with corporate social responsibility," Journal of Business Research, Elsevier, vol. 67(9), pages 2023-2029.
    7. Eshani Beddewela & Jenny Fairbrass, 2016. "Seeking Legitimacy Through CSR: Institutional Pressures and Corporate Responses of Multinationals in Sri Lanka," Journal of Business Ethics, Springer, vol. 136(3), pages 503-522, July.

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