The impact of sports sponsorship on brand equity dimensions: A case of Delta Beverages Limited, Castle Lager brand (original) (raw)
Related papers
International Journal of Science and Research (IJSR), 2016
Sports sponsorship involves huge sums of money whose return should be accounted for. The paper focuses on the Castle Lager soccer sponsorship (Castle Lager premier soccer league) in Zimbabweand strives to reveal its impact on three brand equity dimensions (brand awareness, brand loyalty and perceived quality). The three brand equity dimensions are based on Yoo and Donthue brand Equity model. Causal research design was used to determine the impact of sports sponsorship on brand equity dimensions. A sample of 200 respondents was selected from a total of 710 000 soccer fans from Dynamos, Caps United, Highlanders and Harare City Football clubs. The data was collected in Harare (the capital city of Zimbabwe) only. A combination of judgmental and convenience sampling was used in stadia to identify soccer respondents. Structured questionnaires were used to gather data. Data was analyzed through correlation analysis using SPSS version 16.0.The obtained results indicates that Castle Lagersport sponsorship programs generate severalpositive outcomes on the three brand equity dimensions that are brand awareness (R square =0.839), brand loyalty (R square=0.668) and perceived quality (R square=0.573). Therefore, castle lager sports sponsorship could be seen as an effective marketing communication tool in order to achieve brand objectives. The authors recommend firms to invest in sponsorship programs so as to boost their brand equity.
The Use Sports Sponsorship as a Brand Equity Building Tool by Zimbabwean Companies.pdf
This paper examines how Zimbabwean companies use sport sponsorship to build and leverage their brands. Data was collected from eight purposively sampled Zimbabwean sport sponsoring companies by means of questionnaires and document analysis. Descriptive statistical measures were used to analyze and present the quantitative data. Willig’s (2001) four stages model of analyzing phenomenological data was used to analyze qualitative data. The study established that sponsorship had positive and negative brand equity building consequences. The findings show that sponsorship objectives and selection are based on business considerations, such as; ensuring maximum returns on sponsorship investment. It was also noted that companies have difficulties in assessing the value of sponsorship. Other findings include the fact that; sponsorship is an element of the integrated marketing communication mix which is mainly used in the introduction, growth and maturity stages of the product life cycle. According to the study, ambush marketing is yet to have adverse effects on Zimbabwean sport sponsoring companies. Key Words: Sponsorship, Ambush Marketing, Brand Equity, Product Life Cycle, Marketing Communication Mix.
The Perceived Brand Equity of the 2013 Zimbabwe Universities Sports Association Games.pdf
Abstract This paper seeks to determine the perceived brand equity of the Zimbabwe Universities Sports Association (ZUSA) Games and increase knowledge on how producers of sports events can enhance the competitiveness of their brands. Semi-structured interviews were used to collect data from 37 randomly sampled participants during the 2013 edition of the ZUSA Games, in Harare and mixed methods procedures were used to analyze data. The findings show that, dimensionally, the perceived equity of the ZUSA game is an aggregate of brand awareness and brand associations. The study established that brand equity scales cannot be uniformly applied across different sport settings owing to the subjective and experiential nature of customer experiences with sports products and services. It also established that the ZUSA Games have negative perceived brand equity. These Games command very low levels of brand awareness outside the Collegiate sports market and have weak psychological connections with internal customers. This sport brand is not differentiated from competing brands. Key Words: Perceived Brand Equity, Customer-Based Brand Equity, Firm-Based Brand Equity, Spectator-Based Brand Equity, and Viewer-Based Brand Equity.
The Perceived Brand Equity of the 2013 Zimbabwe Universities Sports Association Games
2014
This paper seeks to determine the perceived brand equity of the Zimbabwe Universities Sports Association (ZUSA) Games and increase knowledge on how producers of sports events can enhance the competitiveness of their brands. Semi-structured interviews were used to collect data from 37 randomly sampled participants during the 2013 edition of the ZUSA Games, in Harare and mixed methods procedures were used to analyze data. The findings show that, dimensionally, the perceived equity of the ZUSA game is an aggregate of brand awareness and brand associations. The study established that brand equity scales cannot be uniformly applied across different sport settings owing to the subjective and experiential nature of customer experiences with sports products and services. It also established that the ZUSA Games have negative perceived brand equity. These Games command very low levels of brand awareness outside the Collegiate sports market and have weak psychological connections with internal...
Perceived Brand Equity in Professional Sports Teams:A Zimbabwean Consumers' Perspective.pdf
The study explored the antecedents, dimensions and market consequences of the brand perceptions held by Zimbabwean consumers for professional football teams and developed a strategic brand management framework that can bridge existing practical and theoretical knowledge gaps in the management of sports brands in the country. The study was grounded on the exploratory sequential mixed methods research design. In the qualitative strand of the study, data was collected by means of such qualitative data collection procedures as, free-thought listing, semi-structured interviews and focus group discussions. The findings from the qualitative phase were used to generate data collection instruments for questionnaire survey and assess the overall prevalence of the variables that were identified in the first phase from a large number of users of football brands. The NVivo 10 and SPSS version 21.0 software packages were used to analyze qualitative and quantitative data, respectively. The study identified and classified the antecedents of brand perceptions held by Zimbabwean consumers for professional sports teams into consumption experience-trigged antecedents, significant others-triggered antecedents and sports entity-triggered antecedents. The results show that fan loyalty trends for local professional football teams function in tandem with the ethnic identity systems in the country. However, the globalization of football has led to the dilution of national particularities in the game. The findings support the conceptualization of perceived brand equity in as an aggregate of brand awareness and brand associations. Zimbabwean consumers of football brands perceived European professional football teams as the market leaders in their brand category .South African professional football teams were ranked second and Zimbabwean professional football teams were positioned at the bottom of the brand leadership rankings in the minds of Zimbabwean consumers of football brands. The study illustrated how the brand the perceptions held by Zimbabwean corporate and individual consumers for professional football teams have generated negative and positive market consequences.
Sport Marketing Quarterly, 2011
This paper examines how sponsors perceive the impact of different elements of a sponsorship package on brand equity. An empirical study using an online survey was conducted among key managers involved in sponsoring football clubs in the Netherlands. This study develops a formative measure of sponsorship, termed the Sport Sponsorship Index, and links this measure with brand equity. Results indicate that the various facets of a sport sponsorship package, such as exposure of the brand and coverage of the sport, are ...
Perceived Brand Equity in Professional Sports Teams: A Zimbabwean Consumers’Perspective
Asian Business Review, 2015
The study explored the antecedents, dimensions and market consequences of the brand perceptions held by Zimbabwean consumers for professional football teams and developed a strategic brand management framework that can bridge existing practical and theoretical knowledge gaps in the management of sports brands in the country. The study was grounded on the exploratory sequential mixed methods research design. In the qualitative strand of the study, data was collected by means of such qualitative data collection procedures as, free-thought listing, semi-structured interviews and focus group discussions. The findings from the qualitative phase were used to generate data collection instruments for questionnaire survey and assess the overall prevalence of the variables that were identified in the first phase from a large number of users of football brands. The NVivo 10 and SPSS version 21.0 software packages were used to analyze qualitative and quantitative data, respectively. The study identified and classified the antecedents of brand perceptions held by Zimbabwean consumers for professional sports teams into consumption experience-trigged antecedents, significant others-triggered antecedents and sports entity-triggered antecedents. The results show that fan loyalty trends for local professional football teams function in tandem with the ethnic identity systems in the country. However, the globalization of football has led to the dilution of national particularities in the game. The findings support the conceptualization of perceived brand equity in as an aggregate of brand awareness and brand associations. Zimbabwean consumers of football brands perceived European professional football teams as the market leaders in their brand category .South African professional football teams were ranked second and Zimbabwean professional football teams were positioned at the bottom of the brand leadership rankings in the minds of Zimbabwean consumers of football brands. The study illustrated how the brand the perceptions held by Zimbabwean corporate and individual consumers for professional football teams have generated negative and positive market consequences.
Recently, traditional marketing communication elements are faced with challenges of reaching increasingly fragmented consumer markets. The companies are forced to find new communication ways due to the highly cluttered market environment. Consequently, corporate sponsorship of sports has become an increasingly popular and one of the fastest growing marketing communication tools which bypasses media clutter and provides the environment where a brand can differentiate itself from the others. Red Bull sponsors various kinds of sport and athletes and through the years became the representative brand of 'extreme sports culture' social identity. Therefore, the paper focuses on the Red Bull sport sponsorship and strives to investigate its possible effects and reveal its impact on different aspects of brand equity. Throughout the paper several theories within the fields of cognitive and behavioural learning are applied. First part of the analysis investigates sponsorship through the spectrum of cognitive learning mechanisms whereas second part explores Red Bull's sponsorship from the behavioural perspective. Achieved findings identify seven specific effects concerning company's sponsorship. Furthermore, several researches within the field of brand equity assist to relate sponsorship effects to the different elements of brand equity. During the analysis David A. Aaker's proposed brand equity model is used in order to underline different elements of brand equity. The obtained results indicate that Red Bull implemented sponsorship generates several positive outcomes which in turn influence all aspects of company's brand equity. Therefore, Red Bull's sponsorship could be seen as a proper marketing communication tool in order to achieve company's objectives.
Brand Equity of Team Sports towards Sponsorship in Indonesian Football Club
This is a study concerning the result of sports sponsorship where the research focuses on how would a specific construct of Brand Equity would correlate with the sponsorship outcome. The study takes one of the forerunners of professional football (soccer) club as the object. Persib (Persatuan Sepakbola Indonesia Bandung), a football club which resides in Bandung. Persib has proven to be one of the most prominent football clubs in terms of business, fans, and professionalism. Each home game are watched by a minimum number of 40,000 spectators, and the company itself, PT. PBB (Persib Bandung Bermartabat, Inc.) has managed to generate a yearly income of approx. 12 Billion Rupiahs, income which is considered as the largest from a professional football club in Indonesia.The study is aimed to discover how the construct of BETS (Brand Equity of Team Sports) would influence the Sponsorship Outcome. Questionnaires were distributed to 403 fans of Persib Bandung, whom are ssociated with Viking community. The study modifies the concept of Bauer, et al. (2005) that applies the concept of Consumer Based Brand Equity from Keller (1993), and also the concept of Sponsorship Outcome (SO) from Gwinner and Swanson (2003). BETS is divided into four dimension; Awareness, Product-Related Attributes, Non Product-Related Attributes, and Brand Benefits. For the football context, each dimension is measured according to the characteristics of a football club. Product-related attributes consists of Athletic success, star player(s), coach, and management. Sponsorship Outcome is measured by; Sponsor recognition, attitude toward sponsor, sponsor patronage, and satisfaction with sponsor. The research would focus on observing SO on the context of general sponsorship of Persib, Honda, and PT. Daya Adira Mustika. The concepts are modified by researcher to fit research context. This study introduces a simpler construct to measure BETS from earlier model of Bauer, et al. And empirical test prove research hypothesis that BETS significantly affect SO using SEM, and dimensions of BETS correlates with SO. Simpler dimensions of BETS proposed by this study can accurately measure BETS, and the research also concluded Honda as the top of mind sponsor of Persib. Keywords: Sponsorship, Sports Marketing, Brand Equity, Structural Equation Modeling, Brand Equity of Team Sports, Sponsorship Outcome, Sport Sponsorship Marketing.
The purpose of this study was to determine the antecedents, nature and market consequences of brand perceptions held by Zimbabwean consumers for professional sports teams. The exploratory sequential mixed methods research design was utilised as the guiding model for the data collection, analysis and interpretation process in this study. The findings from the study were used to develop a conceptual model which is grounded on the subjective, intangible, experiential and multidimensional nature of sport consumption, coined as the Integrative Conceptual Framework for Assessing Perceived Brand Equity in Professional Sports Teams. The goal was to bridge the knowledge gaps in existing sports brand equity models , which tend to ignore those sports fans who consume sports products through such third party sources as the radio and newspapers , as well as the fact that, in the real world, most sports fans use more than one mode consumption to consume their favourite sport. The framework identifies several factors, which lead to the creation of brand equity in professional football teams and grouped into three categories by clustering related elements together. The proposed framework conceptualised brand equity in professional sports teams as an aggregate of brand awareness and associations. It also identifies the positive and negative market consequences that professional sports teams derive from being perceived as strong or weak brand by consumers.