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  • Donlan, L. (2009) - .: Determining The Brand-Building Success of Sponsorship

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    Digested Cases on Certiorari Prohibition and Manda
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    The documents discuss corporate sponsorship in marketing. Sponsorship of sports, arts, community events and causes has been recognized as an effective marketing communications tool. While sponsorship can build brand awareness for new brands, research also suggests it may only have limited effectiveness for building awareness of established brands. Guidelines have been established in some places to encourage widespread participation in amateur sports sponsorship from both public and private sectors. Sport sponsorship is a popular marketing tool used by companies to promote products and reach target customers, though more research is still needed on its impact on brand equity.

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    The documents discuss corporate sponsorship in marketing. Sponsorship of sports, arts, community events and causes has been recognized as an effective marketing communications tool. While sponsorship can build brand awareness for new brands, research also suggests it may only have limited effectiveness for building awareness of established brands. Guidelines have been established in some places to encourage widespread participation in amateur sports sponsorship from both public and private sectors. Sport sponsorship is a popular marketing tool used by companies to promote products and reach target customers, though more research is still needed on its impact on brand equity.

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    9 views2 pages

    Donlan, L. (2009) - .: Determining The Brand-Building Success of Sponsorship

    Uploaded by

    Digested Cases on Certiorari Prohibition and Manda
    The documents discuss corporate sponsorship in marketing. Sponsorship of sports, arts, community events and causes has been recognized as an effective marketing communications tool. While sponsorship can build brand awareness for new brands, research also suggests it may only have limited effectiveness for building awareness of established brands. Guidelines have been established in some places to encourage widespread participation in amateur sports sponsorship from both public and private sectors. Sport sponsorship is a popular marketing tool used by companies to promote products and reach target customers, though more research is still needed on its impact on brand equity.

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    © All Rights Reserved
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    Flag for inappropriate content
    of 2

    1.

    In line with the growing practice of sponsorship across product and service sectors,
    academic interest in the domain has increased steadily.

    Donlan, L. (2009). Determining the Brand-Building Success of Sponsorship.


    file:///C:/Users/pc%2007/Documents/Determining-the-brand-building-success-of-
    sponsorship.pdf

    2. corporate sponsorship of sports, the arts, community events, and causes has been
    recognized as a marketing communications tool. Corporations and organizations have
    embraced sponsorship as a vital component of their marketing strategy. tool.

    Kuzma, Ann; Kuzma, John (2009) Corporate Sponsorship in the Marketing


    Curriculum: A Preliminary Investigation
    https://eric.ed.gov/?q=impact+sponsorship&id=EJ1056350

    3. Using the theoretical framework of consumer-based brand equity, this paper reports
    findings from a cross-sectional survey, measuring the comparative brand-building
    effectiveness of sponsorship for new and established brands. Results suggest that
    sponsorship is capable only of building awareness for new brands,

    Donlan, Leah (2013) The Role of Brand Knowledge in Determining Sponsorship


    Effectiveness
    http://clok.uclan.ac.uk/4946/

    4.formulate the policies and set the priorities and direction of all national amateur sports
    promotion and development, particularly giving emphasis on grass-roots participation; and, To
    encourage wide participation of all sectors, government and private, in amateur sports promotion
    and development, the following Guidelines are hereby promulgated
    Domingo, Lauro O Jr ,(2018) GUIDELINES LARO’T SAYA SA PARKE (LSP) PROGRAM
    file:///C:/Users/pc%2007/Downloads/Documents/Larot-Saya-sa-Parke-Concept_2.pdf

    5. It is one of the most used tools and especially sport sponsorship is often used to promote their
    products and to reach their targeting customers. Because of its popularity and the lack of research
    on how sport sponsorship influences the brand equity of a company
    Florian, Schmi, (2017) Corporate Sponsorship in the Marketing Curriculum: A Preliminary
    Investigation
    https://core.ac.uk/reader/84793858

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