Have a personal or library account? Click to login
Sponsorship investments: do they deliver brand awareness for all sponsors? Cover

Sponsorship investments: do they deliver brand awareness for all sponsors?

Open Access
|May 2017

References

  1. Alay, S. (2008), “Female consumers’ evaluations of the sponsorship and their response to sponsorship”, South African Journal for Research in Sport, Vol. 30, No. 2, pp. 15-29.10.4314/sajrs.v30i2.25976
  2. Amoako, G.K., Dartey-Baah, K., Dzogbenuku, R.K. and Kwesie, S. Jnr. (2012), “The effects of sponsorship on marketing communication performance: A case study of Airtel Ghana”, African Journal of Marketing Management, Vol. 4, No. 2, pp. 65-79.
  3. Boshoff, C. and Gerber, C. (2008), “Sponsorship recall and recognition: The case of the 2007 Cricket World Cup”, South African Journal of Business Management, Vol. 39, No. 2, pp. 1-8.10.4102/sajbm.v39i2.556
  4. Chokwe, M.E. and Wright, S.C.D. (2012), “Caring as a core concept in educating midwifery learners: A qualitative study”, Health SA Gesondheid, Vol. 17, No. 1, pp. 1-7.10.4102/hsag.v17i1.653
  5. Cornwell, T.B., Roy, D.P. and Steinard, E.A. (2001), “Exploring managers’ perceptions of the impact of sponsorship on brand equity”, Journal of Advertising, Vol. 30, No. 2, pp. 41-51.10.1080/00913367.2001.10673636
  6. Creswell, J.W., Hanson, W.E, Plano Clark, V.L and Morales, A. (2007), “Qualitative research designs: Selection and implementation”, The Counselling Psychologist, Vol. 35, No. 2, pp. 236 - 264.10.1177/0011000006287390
  7. DeGaris, L. and West, C. (2013), “The effects of sponsorship activation on the sales of a major soft drink brand”, Journal of Brand Strategy, Vol. 1, No. 4, pp. 403-412.
  8. Fullerton, S. (2007), Sports marketing. New York: McGraw-Hill Irwin.
  9. Gerber-Nel, C. (2004), “Determination of the brand equity of the provincial, regional and national rugby teams of South Africa”, Doctoral dissertation. South Africa: UNISA.
  10. Karam, A.A. and Saydam, S. (2015), “An analysis study of improving brand awareness and its impact on consumer behavior via media in North Cyprus (A case study of fast food restaurants)”, International Journal of Business and Social Science, Vol. 6, No. 1, pp. 66 -80.
  11. Herrmann, J., Corneille, O., Derbaix, C., Kacha, M. and Walliser, B. (2013), “Implicit sponsorship effects for a prominent brand”, European Journal of Marketing, Vol. 48, No. 3/4, pp. 785-804.
  12. Jalleh, G., Donovan, R.J., Giles-Corti, B. and Holman, D.J. (2002), “Sponsorship: Impact on brand awareness and brand attitudes”, Social Marketing Quarterly, Vol. 8, No. 1, pp. 35 - 45.10.1080/15245000212545
  13. Kardes, F.R., Cline, T.W. and Cronley, M.L. (2011), Consumer behavior: Science and practice, South-Western: Cengage Learning.
  14. Keller, K.L. (1993), “Conceptualizing, measuring and managing customer-based equity”, Journal of Marketing, Vol. 57, No. 1, pp. 1 - 22.10.1177/002224299305700101
  15. Klenke, K. (2008), Qualitative research in the study of leadership, Bingley: Emerald Group.
  16. Ko, Y.J., Kim, K., Claussen, C.L and Kim, T.H. (2008), “The effects of sport involvement, sponsor awareness and corporate image on intention to purchase sponsors’ products”, International Journal of Sports Marketing and Sponsorship, Vol. 9, No. 2, pp. 6 - 21.10.1108/IJSMS-09-02-2008-B004
  17. Koenderman, T.F. (2011), “Losers at rugby, winners in advertising”, available at: www.web.ebscohost.com/ehost/detail?vid=4&hid=12&sid=2dc10641-b10d-48da-bcfd-372fb17fde4f%40sessionmgr4&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT1zaXRl#db=bth&AN=71092866 (accessed January 19, 2016).
  18. Koniewski, M. (2012), “Brand awareness and customer loyalty”, available at: www.research-pmr.com/userfiles/file/wp/Brand-Awareness-and-Customer-Loyalty.pdf (accessed January 19, 2016).
  19. Levet, S. (2012) “Business and rugby”, Finweek Magazine, pp. 9-11
  20. Macdonald, E. and Sharp, B. (2003), “Management perception of the importance of brand awareness as an indication of advertising effectiveness”, Marketing Bulletin, Vol. 14, No.2, pp. 1 -11.
  21. Macdonald, E.K. and Sharp, B.M. (2000), “Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication”, Journal of Business Research, Vol. 48, pp. 5-15.10.1016/S0148-2963(98)00070-8
  22. Mail & Guardian (2012), “Rugby fans lose out on SABC’s new test pattern”, available at: mg.co.za/article/2012-06-14-no-rugby-test-match-for-sabc (accessed January 19, 2016).
  23. Malhotra, N.K., Birks, D.F. and Wills, P. (2012), Marketing research: An applied approach, 4th ed., Prentice Hall, Harlow.
  24. Marshall, D.W. and Cook, G. (1991), “The corporate (sports) sponsor”, International Journal of Advertising, Vol. 25, No. 11, pp. 307-324.
  25. McAlister, A.R., Kelly, S.J., Humphreys, M.S. and Cornwell, T.B. (2012), “Change in a sponsorship alliance and the communication implications of spontaneous recovery”, Journal of Advertising, Vol. 41, No. 1, pp. 5-16.10.2753/JOA0091-3367410101
  26. Meenaghan, T. (2001), “Understanding sponsorship effects”, Psychology & Marketing, Vol. 18, No. 2, pp. 95-122.10.1002/1520-6793(200102)18:2<;95::AID-MAR1001>3.0.CO;2-H
  27. Merriam, S. B. (2009), Qualitative research: A guide to design and implementation. San Francisco, Wiley & Sons.
  28. Millan, A. and Ball, M. (2012), “The use of social media as a tool for consumer brands to leverage sponsorship of sporting events: a qualitative analysis”, International Journal of Sales, Retailing and Marketing, Vol. 13, pp. 27 - 39.
  29. Moisescu, O.I. (n.d.), “The importance of brand awareness in consumers’ buying decision and perceived risk assessment”, available at: www.mnmk.ro/documents/2009/10_Moisescu_FFF.pdf (accessed January 19, 2016).
  30. Mufumba Consulting (2009), “The business of rugby in South Africa”, available at: mufumba.com/?p=51 (accessed January 19, 2016).
  31. Nayar, S. & Stanley, M. (2015), Qualitative research methodologies for occupational science and therapy. Oxon: Routledge.10.4324/9780203383216
  32. Pitts, B.G & Slattery, J. (2004), “An examination of the effects of time on sponsorship awareness levels”, Sport Marketing Quarterly, Vol. 13, pp. 43 - 54.
  33. Repucom (2012), “Consumer and television audience analysis rugby”, August 8, 2012.
  34. Rugby Football History (2007), “The history of South African rugby”, available at: www.rugbyfootballhistory.com/south_africa.html (accessed January 19, 2016).
  35. SARU (2016), “SAB renews SA Rugby sponsorships until 2020”, available at: www.sarugby.net/news/sab-renews-sa-rugby-sponsorships-until-2020/ (accessed January 19, 2016).
  36. SARU (2011), “History of the game”, available at: www.sarugby.co.za/content.aspx?contentid=7535&statscatid=2&statsteam=South%20Africa (accessed January 19, 2016).
  37. Schwarz, E.C. and Hunter, J.D. (2008), Advanced theory and practice in sport marketing, Elsevier, London.10.1016/B978-0-7506-8491-0.50010-0
  38. Shanklin, W.L. and Kuzma, J.R. (1992), “Buying that sporting image”, Marketing Management, Vol. 1, No. 2, pp. 59-67.
  39. Shimp, T.A. (2010), Advertising, promotion and other aspects of integrated marketing communications, Cengage, South-Western.
  40. Smith, A., Graetz, B. and Westerbeek, H. (2008), “Sports sponsorship, team support and purchase intentions”, Journal of Marketing Communications, Vol. 14, No. 5, pp. 387-404.10.1080/13527260701852557
  41. Sport24 (2015a), “Boks lose second sponsor in as many days, available at: www.sport24.co.za/Rugby/boks-lose-second-sponsor-in-as-many-days-20151123 (accessed January 19, 2016).
  42. Sport24 (2015b), “SARU’s open letter to the nation”, available at: www.sport24.co.za/Rugby/WorldCup/Open-letter-from-SARU-to-SA-20150909 (accessed January 19, 2016).
  43. Sport24 (2014), “SARU announces small profit”, available at: www.sport24.co.za/Rugby/SARU-announces-small-profit-20140328 (accessed January 19, 2016).
  44. Sport Know How (2011), “South African Rugby Football Union”, available at: www.sportsknowhow.com/rugby/rules/south-african-rugby-football-union.html (accessed January 19, 2016).
  45. Springbok Supporter (2011), History of the Springbokke. available at: www.springboksupporter.co.za/SARU/History.aspx (accessed January 19, 2016).
  46. SuperSport (2012), “SARU agrees ground-breaking deal with players”, available at: www.supersport.com/rugby/springboks/news/120602/Saru_agrees_groundbreaking_deal_with_players (accessed January 19, 2016).
  47. Tassiopoulos, D. (2010), Events management: A developmental and management approach, Juta, Kenwyn.
  48. Telegraph Media (2008), “A short history of the Springboks”, available at: www.telegraph.co.uk/news/3269349/A-short-history-of-the-Springboks.html (accessed January 19, 2016).
  49. Wakefield, K.L. (2012), “How sponsorships work: The sponsorship engagement model”, Event Management, Vol. 16, pp. 143 - 155.10.3727/152599512X13343565268384
  50. Walraven, M., Bijmolt, T, H, A and Koning, R. H. (2014), “Dynamic effects of sponsoring: How sponsorship awareness develops over time”, Journal of Advertising, Vol. 43, No. 2, pp. 142-154.10.1080/00913367.2013.835754
  51. Wilkins, V. (2012), “Understanding loyalty and motivation of professional sports fans”, Unpublished thesis, University of Nevada.
  52. Zhang, Y. and Wildemuth, B. M. (n.d), “Qualitative analysis of content”, available at: www.ischool.utexas.edu/~yanz/Content_analysis.pdf (accessed January 19, 2016).
DOI: https://doi.org/10.1515/mmcks-2017-0007 | Journal eISSN: 2069-8887 | Journal ISSN: 1842-0206
Language: English
Page range: 103 - 123
Published on: May 9, 2017
Published by: Society for Business Excellence
In partnership with: Paradigm Publishing Services
Publication frequency: 4 times per year

© 2017 Catherine Mpolokeng Sephapo, published by Society for Business Excellence
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.