Rola dopasowania sponsora do sponsorowanego w sponsoringu wydarzeń

• Autorzy: Małgorzata Karpińska-Krakowiak

Warianty tytułu

The Impact of Brand-Event Congruency in Event Sponsorship

• Języki publikacji: PL

Abstrakty

W ostatnich latach można zauważyć niespotykany wcześniej wzrost znaczenia sponsoringu w budżetach marketingowych. Konsekwencją tego zjawiska są rosnące oczekiwania wobec efektów sponsoringu - szczególnie w zakresie generowania konkretnych i mierzalnych rezultatów brandingowych. Niewątpliwie sponsoring ma ogromne znaczenie dla odpowiedniego wyeksponowania marki oraz budowania jej wizerunku. Celem artykułu jest stworzenie koncepcji, opartej na najnowszych badaniach empirycznych przedstawionych w światowej literaturze, opisującej wpływ dopasowania sponsora do sponsorowanego na identyfikację marki (wskaźniki rozpoznania i przypomnienia), postawy wobec marki oraz jej wizerunek. W artykule wskazano ponadto na najbardziej niefortunne nieścisłości metodologiczne pojawiające się w dotychczasowych badaniach oraz opisano obszary wymagające dalszej weryfikacji empirycznej. (abstrakt oryginalny)

EN

There is an unprecedented growth of sponsorship spending in many international marketing budgets and it is thus expected from sponsorship to bring some tangible and measurable branding results. Undoubtedly event sponsorship has an enormous influence on building brand exposure and driving brand imagery. The objective of this article is to build a conceptual framework (based on the most recent empirical studies from foreign literature) that examines the influence of brand-event fit on sponsorship effects, including brand identification (brand recall and brand recognition), brand attitude, and brand image. This article also points to the most noteworthy inconsistencies in research methodologies and to those fields that require empirical examination and further comparisons. (original abstract)

Słowa kluczowe

PL

Marka; Sponsoring; Budowanie świadomości marki

EN

Brand; Sponsoring; Branding

• Czasopismo: Marketing i Rynek
• Rocznik: 2012
• Numer: nr 8
• Strony: 20--26

Twórcy

autor

Małgorzata Karpińska-Krakowiak

• Uniwersytet Łódzki

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