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Please use this identifier to cite or link to this item: https://dspace.lboro.ac.uk/2134/19772

Title: Event marketing and event sponsorship: can too much of a ‘good’ thing harm the brand?
Authors: Winkelmann, Soeren
Dickenson, Peter
Souchon, Anne L.
Lee, Nick
Michaelidou, Nina
Keywords: Non-proprietary event sponsorship
Event marketing
Brand performance
Quadratic relationships
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
URI: https://dspace.lboro.ac.uk/2134/19772
Appears in Collections:Conference Papers and Presentations (Sport, Exercise and Health Sciences)
Conference Papers (Business School)

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