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Brand spillover effects within a sponsor portfolio: the interaction of image congruence and portfolio size

Show simple item record Cobbs, Joe en_US Groza, Mark D. en_US Rich, Gregg en_US 2016-10-31T17:28:51Z 2016-10-31T17:28:51Z 2015
dc.identifier.citation Groza, M. D. (2015). Brand Spillover Effects within a Sponsor Portfolio: The Interaction of Image Congruence and Portfolio Size. Marketing Management Journal, 25(2), 107-122 en_US
dc.description.abstract A 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.iso en_US en_US
dc.publisher The Marketing Management Association en_US
dc.subject sponsor portfolio en_US
dc.subject image congruence en_US
dc.subject brand perceptions en_US
dc.subject portfolio size en_US
dc.title Brand spillover effects within a sponsor portfolio: the interaction of image congruence and portfolio size en_US
dc.type.genre Article en_US
dc.type Text en_US
dc.contributor.department Department of Marketing en_US

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