Concurrent sponsorship: implications for sponsoring brands and sponsored property
Purpose The purpose of this paper is to examine the interesting dynamics of image transfer
when multiple brands get together to sponsor a property, referred to as concurrent
sponsorship, and its effects on the consumer-based brand equity (CBBE) of the sponsor or
the sponsored property, in the context of Indian Premier League of cricket.
Design/methodology/approach Two pre-tests, for identifying the sponsored property and
sponsors, were followed by the main experiment, involving 500 respondents. A general …
when multiple brands get together to sponsor a property, referred to as concurrent
sponsorship, and its effects on the consumer-based brand equity (CBBE) of the sponsor or
the sponsored property, in the context of Indian Premier League of cricket.
Design/methodology/approach Two pre-tests, for identifying the sponsored property and
sponsors, were followed by the main experiment, involving 500 respondents. A general …
Purpose
The purpose of this paper is to examine the interesting dynamics of image transfer when multiple brands get together to sponsor a property, referred to as concurrent sponsorship, and its effects on the consumer-based brand equity (CBBE) of the sponsor or the sponsored property, in the context of Indian Premier League of cricket.
Design/methodology/approach
Two pre-tests, for identifying the sponsored property and sponsors, were followed by the main experiment, involving 500 respondents. A general linear model was used for data analysis.
Findings
The findings reveal that for brands with high CBBE, investment in concurrent sponsorship leads to larger benefits, especially if they have similar associations to the sponsored property. This study also shows that image of the sponsored property is strongly dependent on combined CBBE of the sponsors. Finally, it is found that brands with high (low) CBBE are benefited more in concurrent (solo) sponsorship conditions.
Originality/value
This paper is an original contribution in this field, with limited works studying the impact of concurrent sponsorship on the brand equity of sponsors or the sponsored property.
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