Lukas Mira

Impact of Sponsorship on Consumer Brand Perception: State of Research and a Case Study in the Wealth Management Industry Lukas Mira

Sponsorship has developed quickly over the past few years and is playing a more and more important role in the corporate marketing mix. However, despite this dramatic increase in worldwide sponsorship investments, surprisingly little is known about the impact of sponsorship on consumer brand perception. This book looks at the branding impact of sponsorship in two ways. Firstly, a comprehensive overview of current academic thinking is provided. Secondly, it is shown how a global wealth management firm empirically measures the impact of its different sponsorship platforms on various facets of its brand equity. Based on empirical data, a scoring model is elaborated that compares the effectiveness of different sponsorship activities against each other. This book addresses all researchers that are concerned with sponsorship in any way, as well as all marketing decision makers that would like to have a more informed view of the brand-building potential of their sponsorship activities.