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- W2059094741 abstract "In recent years, much research has been concerned with the effects of sponsorships and the possible advantages a company can gain from engaging in sponsoring activities. Recently focus has been on the role, that sponsoring plays in branding strategy. Here it becomes important to understand exactly what a potential party to be sponsored contributes to the perception of a brand or a company. In this paper, the aim has been reversed to focus on the sponsored party. We propose a number of measurements to determine emotional responses and overall evaluations associated with a sponsored party who is a part of a sponsorship agreement with a company. Four different groups of parties to be sponsored are investigated: social aid organisations, culture, sport and TV-programmes. Several interesting results emerged from this study; the parties to be sponsored were evaluated very differently on the dimensions used in the study and it is shown that a company can gain very different results depending on the type of object to choose to sponsor. Furthermore, it was shown that the overall evaluation of a party to be sponsored to a large extent is determined by emotions. Copyright © 2006 John Wiley & Sons, Ltd." @default.
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- W2059094741 date "2006-01-01" @default.
- W2059094741 modified "2023-10-16" @default.
- W2059094741 title "Choosing among alternative parties to be sponsored for supporting brand strategies, based upon emotional responses" @default.
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- W2059094741 doi "https://doi.org/10.1002/cb.199" @default.
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