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Sponsorship as an internal branding tool and its effects on employees’ identification with the brand

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  • Katharina Maria Hofer

    (Johannes Kepler University)

  • Reinhard Grohs

    (Seeburg Castle University)

Abstract

Recent research has acknowledged that a firm’s external advertising targeted at consumers can also be used for internal branding activities. The present study extends this research stream and investigates the role of a firm’s sponsorships directed towards consumers in achieving internal branding goals. Specifically, this study examines how employees’ perceptions of sponsorship characteristics impact their identification with the brand. Results from an empirical study with the employees of backaldrin, an Austrian producer of baking ingredients sponsoring the Austrian national biathlon team, indicate that employees with better general attitude towards sponsorship show higher brand identification. Employees’ attitudes towards the sponsored property and perceived fit between the sponsor and the sponsored property have no direct effect on brand identification, but are positively related with employees’ general attitude towards sponsorship. The study concludes with managerial implications how companies can implement sponsorship as an effective internal branding tool.

Suggested Citation

  • Katharina Maria Hofer & Reinhard Grohs, 2018. "Sponsorship as an internal branding tool and its effects on employees’ identification with the brand," Journal of Brand Management, Palgrave Macmillan, vol. 25(3), pages 266-275, May.
    • Handle: RePEc:pal:jobman:v:25:y:2018:i:3:d:10.1057_s41262-018-0098-0
    DOI: 10.1057/s41262-018-0098-0
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    References listed on IDEAS

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    Cited by:

    1. Debasis Pradhan & Ritu Malhotra & Tapas Ranjan Moharana, 2020. "When fan engagement with sports club brands matters in sponsorship: influence of fan–brand personality congruence," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 77-92, January.
    2. David Barros-Arrieta & Ernesto García-Cali, 2021. "Internal branding: conceptualization from a literature review and opportunities for future research," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 133-151, March.
    3. Tapas Ranjan Moharana & Debashree Roy & Garima Saxena, 2023. "Brand sponsorship effectiveness: how self-congruity, event attachment, and subjective event knowledge matters to sponsor brands," Journal of Brand Management, Palgrave Macmillan, vol. 30(5), pages 432-448, September.
    4. Shaun M. Powell, 2018. "Journal of Brand Management: year end review 2018," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 494-499, November.

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