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|Title: ||Event marketing and event sponsorship: can too much of a ‘good’ thing harm the brand?|
|Authors: ||Winkelmann, Soeren|
Souchon, Anne L.
|Keywords: ||Non-proprietary event sponsorship|
|Issue Date: ||2016|
|Citation: ||WINKLEMAN, S. ...et al., 2016. Event marketing and event sponsorship: can too much of a ‘good’ thing harm the brand?. Presented at the 2016 Sport Marketing and Sponsorship Conference, Salzburg, 7-8th April.|
|Abstract: ||Event marketing and event sponsorship represent some of the fastest growing communication
tools organizations use today. Yet, while related in practice, little research has examined them
together. In addition, most event marketing and event sponsorship research focuses on linear
relationships with consumer outcomes, overlooking non-linear links with brand performance.
We address these issues by distinguishing between event marketing and non-proprietary event
sponsorship, developing a framework of their quadratic relationships with brand performance,
and testing this framework on 207 UK managers. Structural equation modeling results suggest
invert-U relationships exist between the two communication tools and brand performance.
Findings are discussed.|
|Description: ||This is a conference paper.|
|Version: ||Accepted for publication|
|Appears in Collections:||Conference Papers and Presentations (Business)|
Conference Papers and Presentations (Sport, Exercise and Health Sciences)
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