Literature Review on Sponsorship Essay example

2715 Words Mar 17th, 2013 11 Pages
Literature review on Sponsorship

Module title: Integrated Marketing Communication

Kingston University, Faculty of Business and Law
Academic Year 2012/2013

Introduction
Sponsorship as a communication form can contribute significantly to a company by building brand awareness and heighten consumer attitudes (Cornwell et al., 2006). However, the effect of sponsorship is dependent on the public being aware of the sponsor-sponsee relationship. This review aims to determine how the perception of fit between the two influences the agreement, and factors potentially affecting this perception. The review starts with looking at overall perception, before continuing to discuss challenges related to the topic.

Perception of fit within
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Perception of ‘natural fit’
A ‘good fit’ or ‘natural fit’, is when the sponsor-sponsee linkage is obvious or clear to the public (Becker-Olson and Simmons, 2002) i.e. Adidas sponsoring the Olympics. Some benefits have already been stated, and researchers (Weeks et al. 2008, Cornwell et al. 2006, Keller 1993, Gwinner et al. 2009, Becker-Olson and Simmons 2002) agree that a natural sponsorship fit is preferable, with supported arguments ranging from more favourable marketing outcomes and higher sponsor identification (Weeks et al., 2008). In Chien and Cornwell’s (2011) opinion, brand image may even depend on a good fit, because it is directly tied to consumer associations, or as Keller (1993, P: 11) explains, “when the brand becomes linked with the event, some of the associations with the event may become indirectly associated with the brand”. A ‘natural fit’ also limits questioning around the sponsor’s motive and reasons for sponsoring an event (Becker-Olson and Simmons, 2002).
However, an exception given by Hamlin and Wilson (2004) is that the perception of ‘good fit’ often is too loosely defined, as the definition only relates to associations and general similarities in values between sponsor and sponsee, without any evidence to back-up these assumptions. Their research also found that motives behind a sponsorship could be questioned if the fit was believed to be ‘too good’, as the public might see the agreement as…