The Effect of Sponsoring Sport Events on Sponsor Brand Image
Sports events sponsorship is one of the important marketing communications tools used by brands today, as it allows the sponsor to connect its brand name and image, with the name and image of an event that a consumer is interested in. It also gives the sponsor the opportunity to advertise and expres...
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Arab Association for Islamic Civilization and Art
2019-03-01
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doaj-2b51166e0ddb49eeb8953cc9192823772021-10-02T04:22:11ZaraArab Association for Islamic Civilization and ArtJournal of Architecture, Art & Humanistic Science2356-96542357-03422019-03-0141445847810.21608/mjaf.2019.25796The Effect of Sponsoring Sport Events on Sponsor Brand ImageMaysoon Qotb0Lina AbdelAziz1Ola Suleiman2Professor Faculty of Applied Arts Helwan University. Dean of the Faculty of Applied Arts Helwan University.Lecturer Faculty of Applied Arts Helwan UniversityAssistant Lecturer Faculty of Arts and Design, MSA University.Sports events sponsorship is one of the important marketing communications tools used by brands today, as it allows the sponsor to connect its brand name and image, with the name and image of an event that a consumer is interested in. It also gives the sponsor the opportunity to advertise and express its personality and connect with the consumer on an emotional level through that event. Sports events attract sponsors due to their popularity, as they appeal to millions of fans worldwide regardless of their differences. The field of sports is also no longer merely a means of entertainment, as it has turned into a huge a multibillion dollar industry.The objective of this paper is to investigate in whether sponsoring sports events effects creating and enhancing brand image. Using a mixture of qualitative and quantitative research methodologies. Investigating in the following points: How does sponsoring sports events contribute in creating and enhancing brand image? What are the criteria of choosing the appropriate event to sponsor? How can the sports event venue environment be used to connect and create bonds with the consumer? The researcher has concluded that the positive connections formed between the sponsor brand image and the image of the event, helps forming positive bonds between the brand and the consumer. In addition to that the sponsorship program should be connected to the holistic Integrated Marketing and Communications activities of the brand through various media, as that helps forming a consistent image of the sponsor in the consumer’s mind https://mjaf.journals.ekb.eg/article_25796.htmlbrand-brand image- sponsorship; sports events sponsorship |
collection |
DOAJ |
language |
Arabic |
format |
Article |
sources |
DOAJ |
author |
Maysoon Qotb Lina AbdelAziz Ola Suleiman |
spellingShingle |
Maysoon Qotb Lina AbdelAziz Ola Suleiman The Effect of Sponsoring Sport Events on Sponsor Brand Image Journal of Architecture, Art & Humanistic Science brand-brand image- sponsorship; sports events sponsorship |
author_facet |
Maysoon Qotb Lina AbdelAziz Ola Suleiman |
author_sort |
Maysoon Qotb |
title |
The Effect of Sponsoring Sport Events on Sponsor Brand Image |
title_short |
The Effect of Sponsoring Sport Events on Sponsor Brand Image |
title_full |
The Effect of Sponsoring Sport Events on Sponsor Brand Image |
title_fullStr |
The Effect of Sponsoring Sport Events on Sponsor Brand Image |
title_full_unstemmed |
The Effect of Sponsoring Sport Events on Sponsor Brand Image |
title_sort |
effect of sponsoring sport events on sponsor brand image |
publisher |
Arab Association for Islamic Civilization and Art |
series |
Journal of Architecture, Art & Humanistic Science |
issn |
2356-9654 2357-0342 |
publishDate |
2019-03-01 |
description |
Sports events sponsorship is one of the important marketing communications tools used by brands today, as it allows the sponsor to connect its brand name and image, with the name and image of an event that a consumer is interested in. It also gives the sponsor the opportunity to advertise and express its personality and connect with the consumer on an emotional level through that event. Sports events attract sponsors due to their popularity, as they appeal to millions of fans worldwide regardless of their differences. The field of sports is also no longer merely a means of entertainment, as it has turned into a huge a multibillion dollar industry.The objective of this paper is to investigate in whether sponsoring sports events effects creating and enhancing brand image. Using a mixture of qualitative and quantitative research methodologies. Investigating in the following points: How does sponsoring sports events contribute in creating and enhancing brand image? What are the criteria of choosing the appropriate event to sponsor? How can the sports event venue environment be used to connect and create bonds with the consumer? The researcher has concluded that the positive connections formed between the sponsor brand image and the image of the event, helps forming positive bonds between the brand and the consumer. In addition to that the sponsorship program should be connected to the holistic Integrated Marketing and Communications activities of the brand through various media, as that helps forming a consistent image of the sponsor in the consumer’s mind
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topic |
brand-brand image- sponsorship; sports events sponsorship |
url |
https://mjaf.journals.ekb.eg/article_25796.html |
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