Sponsoring Effectiveness and image transfer Marketing essay
The answer to these questions is a priority for any company that wants to incorporate sponsorship into its communications policy and understand the mechanisms of the brand image transfer process, and ultimately how sponsorship can lead to desired outcomes for the sponsor. researchers have provided this article with a theoretical framework in the form of a three-phase image transfer process to investigate the effects of multiple sponsorships on brand image. This research work is concerned with the identification of measures of the effectiveness of sports sponsorship in particular, the effectiveness of image transfer based on it. This research specifically examines the effects of image transfer 1 from the sponsored, for example, FIFA World Cup, to the sponsoring brands and 2 between the, The current research clarifies how the sponsorship image depends on various factors related to the individual consumer, the sponsored event and the sponsor. Third, despite the increased use of sponsorship activities by practitioners, little research has examined the impact of sponsorship on building brand image. The rationale behind the popularity of sponsorship as a marketing tool to achieve image objectives is the general assumption that, by associating a brand with an event, the image of the event can be influenced. That is, the image of the LMC object is transferred to the brand, as suggested by several studies of celebrity endorsement, Miller, and Gwinner and Eaton sponsorship. Abstract. This research is intended to investigate whether customers' trust in social. Media influencers mean they have trust in the brands endorsed by the said influencers. Moreover, it. Involvement is a key element in processing sponsorship information in the minds of consumers. This variable influences consumer behavior and moderates the sponsor's image transfer. The research into involvement. Abstract. This essay discusses Chien, Cornwell, and Pappu's forthcoming article, Sponsorship Portfolio as a Strategy for Creating Brand Image. Although Chien et al. forthcoming attempts to improve. DOI: 10.1016 J.SBSPRO.2013.12. ID: 144874100 The impact of sponsorship effectiveness on image and memorization: role of congruence and relational proximity☆ article Chebli2014TheIO, title The impact of sponsorship effectiveness on image and memorization: role of congruence and relational, the most important explanations of brand image transfer , including theoretical frameworks and models, presents empirical research divided into the effectiveness of brand image transfer and the factors that influence such a process, and two key issues found in the more recent articles: direction of brand image transfer and multiple, This research work deals with the identification of measures of sports sponsorship effectiveness, in particular the effectiveness of image transfer based on the hierarchy of effects model, taking into account previous research in the field of marketing and using both experimental and structural equation modeling of SEM methodologies for data,