A Model of Image Creation and Image Transfer in Event Sponsorship
A Model of Image Creation and Image Transfer in Event Sponsorship
A Model of Image Creation and Image Transfer in Event Sponsorship
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Figure 1.
Meaning movement in
the endorsement
process
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Figure 2.
A model of image
creation and image
transfer in event
sponsorship
event image is formed from a number of external and internal factors. Through
sponsorship, an events image, which may be relatively distinct for different
consumer groups, may be transferred through association to the sponsoring
product. As indicated in the figure, several factors may moderate the strength
of this image transfer. This discussion leads to the offering of the first research
proposition:
P1: Through sponsorship, an events image will become associated with the
sponsoring brands image.
Determinants of event image
An events image is represented by a particular market segments overall
subjective perceptions of the activity. The proposed framework suggests three
factors that may impact ones perception of a particular event: event type, event
characteristics, and individual factors.
Event type. In accordance with the earlier definition, event type can be
categorized into at least five areas: sports related, music related, festival/fair
related, fine arts related (e.g., ballet, art exhibit, theatre, etc.), and professional
meeting/trade show related. The type of event impacts event image in a variety
of ways. First, it conjures up image associations in the mind of the consumer.
That is, most individuals, through past patronage or other forms of exposure
(word-of-mouth, television, etc.) will develop some attitudes (i.e., positive or
negative predispositions towards an event) regarding particular events. These
attitudes will serve to frame the image of the particular event type. Note
however, that ones attitude towards an event is only one part of an events
image. Ones attitude towards an event represents a summary of experiences
resulting in some general predisposition to respond to an event in a consistently
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excitement orientation of both the music and the product. Interestingly, some
sponsors do not appear to be linked to the events they sponsor. For example, the
USF&G Sugar Bowl combined a large insurance firm with a collegiate football
game. It is suggested here that either functional or image based similarities
forge stronger ties and help the consumer to link the event image with the
brand. Thus, sponsor-event similarity (functional or image based) will enhance
image transfer by more firmly anchoring the relationship in the consumers
mind. This assertion is consistent with some celebrity endorsement literature
which suggests that mis-matches between endorser and brand decrease the
effectiveness of the endorsement (Kaikati, 1987).
A second factor that may moderate the image transfer from event to
sponsoring brand is the level of sponsorship. Sponsorship arrangements can
run the gamut from a single sponsor to hundreds of sponsors at many different
levels. Multiple sponsors for a given event lessens the probability that a
particular brand will be associated with the event, due to the additional stimuli
each consumer must attend to and recall (Hutchinson and Alba, 1991). Often,
events allowing multiple sponsors will offer different levels of sponsorship.
By contributing different dollar amounts to the event, the sponsor can buy
enhanced packages. These enhancements include better sign/banner location,
more frequent media mentions, and premium ticket and hospitality packages.
Exclusive sponsorship, or at least a dominant position, will increase the
likelihood of meaning transfer from the event to the sponsoring brand by more
firmly establishing the link between event and brand.
The frequency of the event will also have an impact on the image transfer
process. Events may be on either a one-time or recurring basis. Although a onetime event does not allow recurring event-sponsor associations to be developed
over time, some events may be of such a unique nature that they attract a great
deal of media attention (e.g., Hands-Across-America). However, an ongoing
event (annual, semi-annual, monthly, etc.) should have the benefit of more firmly
establishing a link between the event and the brand due to repeated exposures
(MacInnis et al., 1991). The above discussion leads to the following research
propositions:
P5a: The higher the degree of similarity (image or functional based)
between event and sponsoring brand, the more effective the image
transfer between event and brand.
P5b: The more exclusive the level of sponsorship, the more effective the
image transfer between event and brand.
P5c: The more frequent the event, the more effective the image transfer
between event and brand.
Moderators between event image and attitude towards the brand
As discussed previously, ones attitude towards the event will help to shape
ones image of the event. Thus, event attitude is a component of event image.
Likewise, attitude towards the brand is considered under this framework as a
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In addition, how do consumers sort out the meaning transfer from event to
brand, when brands sponsor multiple event with conflicting images?
Event image transfer is perhaps an even more critical issue in the ever
growing global community. Sponsors of events with international television
audiences, such as the Olympic Games, may need to consider the image of the
global event in relationship to the image goals of local markets. Cultural and
social norms may vary across national boundaries, such that a given events
image would not be appropriate for all consumer groups. It may also be possible
that culture will moderate the image transfer process. Perhaps in cultures where
an individuals self-concept is more closely tied to consumption activities (e.g.,
the type of clothing worn, the model of car driven), the transfer of image from
event to brand may proceed more effectively. In such cultures consumers are
more active in looking for meaning in products that can be used to change or
reinforce their concept of self.
As a result of its growing importance and lack of attention, more research in
the area of event marketing, and specifically the image transfer process is
needed. This article has put forward several theoretical arguments to explain
the mechanisms by which brand image may be influenced through various
sponsorship activities. Past research in the area of event marketing has tended
to focus on brand awareness issues and has been mostly descriptive in nature.
If this field of inquiry is to progress, we must have theoretical explanations from
which to build. This article represents a first step in the discussion of how
sponsorship actually works.
Note
1. Individuals consuming an event can be referred to using a variety of terms depending on
the specific event type. These labels include participant, attendee, spectator and observer.
All of these terms are used in this article to reflect the varied nature of event types, but
these terms should be regarded as synonyms.
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