Show simple item record

dc.contributor.authorCobbs, Joeen_US
dc.contributor.authorGroza, Mark D.en_US
dc.contributor.authorRich, Greggen_US
dc.date.accessioned2016-10-31T17:28:51Z
dc.date.available2016-10-31T17:28:51Z
dc.date.issued2015
dc.identifier.citationGroza, M. D. (2015). Brand Spillover Effects within a Sponsor Portfolio: The Interaction of Image Congruence and Portfolio Size. Marketing Management Journal, 25(2), 107-122en_US
dc.identifier.urihttp://commons.lib.niu.edu/handle/10843/16865
dc.description.abstractA sponsor portfolio exists where multiple brands sponsor a single activity or property, such as a sporting event, team, league, or a charity simultaneously. While sponsor portfolios are common in practice, little is known about how the brand perceptions of several concurrent sponsors spill over to influence each individual sponsor’s brand. This paper summarizes two experiments that investigate sponsor portfolios to determine how spillover effects influence consumers’ perceptions of a particular sponsor’s brand within the portfolio. In Study 1, empirical evidence substantiates a brand spillover effect between multiple sponsors of a single sport property. In Study 2, the influences of image congruence and portfolio size on this spillover effect are empirically assessed. Results demonstrate an interaction effect whereby brands incongruent to the sponsored property enjoy a more favorable brand perception when included in either a small portfolio inclusive of another incongruent co-sponsor, or a larger portfolio of otherwise congruent sponsors.en_US
dc.language.isoen_USen_US
dc.publisherThe Marketing Management Associationen_US
dc.subjectsponsor portfolioen_US
dc.subjectimage congruenceen_US
dc.subjectbrand perceptionsen_US
dc.subjectportfolio sizeen_US
dc.titleBrand spillover effects within a sponsor portfolio: the interaction of image congruence and portfolio sizeen_US
dc.type.genreArticleen_US
dc.typeTexten_US
dc.contributor.departmentDepartment of Marketingen_US


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record