Sports sponsorship and consumer purchase intention: From the perspective of consumer brand awareness 1.0 Introduction Sports sponsorship has long been crucial sources of funds for sports, literature and art as well as the social events. And after 30 year of development, sponsorship marketing has gradually become a global industry. It is widely acknowledged that sports sponsorship enhances the consumer's perception of a brand via big events. However, the study on to what extent the sports sponsorship would influence consumer purchase intention is rare.
This essay is established in the purchase intention of consumers, from which to explore consumer brand awareness, and then
…show more content…
Some brands developed because of its uniqueness that being recognized by consumers who are seeking for characteristic. In such circumstances, being different is a way to draw consumer’s attention and transfer this emotion into benefits. In this point, some sports sponsorship can be seen as a way that brands try their best to achieve uniqueness via patent.
3.0 Sports sponsorship Sponsorship is the meaning of "host, help", including literature and art, sports, charity and the scientific research support and so on. This diversity has also led to essentially 3
cognitive differences of sponsorship marketing, mainly reflected in the sponsorship is essentially commercial sponsorship or charitable contributions. Meenaghan (1983) distinguished commercial sponsorship and charitable contributions .He defined that sponsorship is “business organizations provide financial or in-kind support to an activity in order to achieve commercial purpose ". While enterprises donate products to a number of organizations cannot be counted as a true sense of sponsorship, Otker (1988) defined sponsorship from point of management said that” commercial sponsorship is purchasing and using of the relationship of an event, in order to achieve the purpose of the marketing". Sports sponsorship is reciprocity and mutual benefit between enterprises (sponsor) and sports organizations (sponsors).
Another objective of sports marketing is creating sales. “The modern sports marketer is charged with one simple responsibility: to increase the sources of revenue” (Westerbeek 6). This includes obtaining more sponsors
Sponsorship is a cash in-kind fee paid to a property normally in sports, arts and entertainment in return for access to the commercial publicity associated with that product. For example a company may provide equipment for a famous athlete and ask in exchange for its logo to appear on its clothing and other assets in order for the company to receive brand recognition.
Customer buying behaviour is dependent on many factors among which the brand design is most important. In UK and US, normally customer purchases any product based on their requirements or forced to buy the product with inspired by its promotion or brand design. In this context, brand design is one of the most important tools that can compel the customers to purchase a product without requirement (Schudson, 2013, p.36). Therefore, the main aim of this research is to find out the role of Brand Design in effecting the consumer purchasing decision.
Marketing plans and strategies are an important part of almost any business today. One of the biggest industries marketing plans have benefited and changed in a number of different ways is the sports industry. The development of the sports marketing industry has led companies to invest millions of dollars to have their product associated with specific teams, players, and sporting events attempting to connect with consumer and create profit for both parties involved. The money involved in sports marketing calls for these sponsorships and endorsement decisions to be made both strategically and confidently. After researching the sports industry from a business perspective the importance of marketing decisions is
According to Holt (2004), a brand can be defined as a term, name or a design that distinguishes product or service of one manufacturer from others. Brands are normally utilized in advertising, business and marketing. In accounting terms, brand is an intangible asset which is present within every organization. It is most valuable asset that is outlined in the balance sheet of a company. Brands owners need to effectively manage their brands in order to enhance shareholder value. Brand valuation is an important technique that associates money with a brand. Effective branding often results into high sales volumes of a particular product. A customer who prefers a brand is more likely to choose other products which are offered by the same brand. Brand can be stated as a personality that facilitates identification of a company, product or service. It even encompasses relation with other constituents like customers, partners, investors, staff, etc. Individuals distinguish psychological aspect of a brand from experimental
Companies all over the world are in bidding wars to get their name at the top. Whether it's on the hood of a car in a NASCAR race or on the jersey of a soccer team, these companies know the importance of sponsorship. Sponsors come from every corner of the business world and some even make it big if their sponsored athlete makes it big.
This article continues to explain that once a sports marketer creates a product and advertises it on a small scale, “Sports marketers get ahead by gradually representing bigger, more important and more prestigious sports teams, companies, associations, and athletes.” In other words, sports marketers need to have a plan of action to promote their product on a larger scale over time. Also, sports marketers spend much of their planning on the aspect of promotion. Mihai verifies that the category of promotion serves to prove that the product is desirable through advertising, sales, sponsorship and public relations. If a sports marketer follows these planning steps, his/her work will lead to a successful product with a large margin of profit.
Sponsorships are one of the most important parts of a nonprofit organization. Sponsorship helps other provide for smaller businesses that are being funded by the state. Also Sponsors do tend to come up with a payment plan involving how payments are arranged. "Corporate Sponsorship support is a payment by a business to a nonprofit to further the nonprofit 's mission that is generally recognized by the nonprofit with an acknowledgement that the business has supported the nonprofit 's activities, programs, or special
Sponsorships are one of the most important parts of a nonprofit organization. Sponsorship helps other provide for smaller businesses that are being funded by the state. Also Sponsors do tend to come up with a payment plan involving how payments are arranged. "Corporate Sponsorship support is a payment by a business to a nonprofit to further the nonprofit 's mission that is generally recognized by the nonprofit with an acknowledgement that the
In this source Jeremy Gregg discusses the reasons for the increase in the popularity of sports sponsorships, providing statistics to show how Herbalife’s athlete sponsorships have resulted in the business’s increase in revenue. The article makes it clear that sports sponsorships are growing at a faster rate than other types of marketing, such as advertisements, and public relations. Jeremy Gregg makes note of the fact that by Herbalife securing its logo on the jerseys of a multitude of famous sports stars, it has put Herbalife branding before millions of sports fans around the world. Gregg argues that sports sponsorships being an indirect form of marketing expose potential customers watching a game, to the business’s branding, without them having the choice of viewing it as they would have had in branding done over an infomercial. Marketers have found that Herbalife has grown too large to rely primarily on its distributors to market the company and hence has shifted their chief form of marketing to a more credible form of marketing than
The Super Bowl, the Olympic games, and the World Cups are major game that billions of people watch all over the world. People all over the world gathered to enjoy and engaged into something people feel comfortable associating with that they would not do on regular bases. Why not used that as a propaganda in boosting your sales. These companies will pay billions of dollars for their ad’s to be future on TV, and the funny part is they only last no more than less than one minute. These big corporations will be associated with sports, it’s the easiest way of making money. I remember that I had read an article for another class last semester that talk about how McDonald’s and Coke companies where investing in programs that helped with issue that
sponsors for the sporting organisation and its athletes), exposing sporting activity to a wider audience (bringing in new fans of a sport
Ways sports marketers can promote is by taking sponsors and giving them deals that they cannot turn away from. Organizations understand the incentive in having their name related with any type of sports group as an official support to the company, however they must keep in mind to ensure that they are getting their cash 's worth. In the past, groups could raise sponsorship rates however they wanted, a fruitful season or an expansion in ticket deals, the rationale being that backers would achieve more
SMS12.4 paper 5 Does Sponsorship Pay Off pp352-364 KT2 20/7/11 21:23 Page 352 Does sponsorship pay off? An examination of the relationship between investment in sponsorship and business performance Keywords sponsorship spend investment business performance indicator Compound Annual Growth Rate Abstract CASE STUDY Jonathan A. Jensen Adjunct Professor Columbia College Chicago, 618 S. Michigan Avenue Suite 700, Chicago, IL 60605, USA Tel: + 312 933 2940 Email:
The tools through which the general information about a product launch is reached to the common people are known as commercials and the process is called the commercialisation. The process is segmented in various phases like production, distribution, marketing, sales and lastly the service to the customers after despatch. The commercialisation of the sports involves use, display and sale of sports items by different vendors to different sports persons. It enhances the income generation for the sports persons along with the vendors whose sports goods they use. However, commercialisation in the sports basically aims to make the sports more entertaining, catchier to the common people and more colourful so that it can be enjoyed by all sections of people of the society to their fullest (Koski & Lämsä, 2015).