IDEAS home Printed from https://ideas.repec.org/a/taf/applec/v53y2021i10p1200-1211.html
   My bibliography  Save this article

The effect of sponsorship portfolio size on brand choice: an experimental approach

Author

Listed:
  • Christoph Breuer
  • Sören Dallmeyer
  • Christopher Rumpf
  • Johannes Orlowski

Abstract

Profound knowledge of the behavioural response to sponsorship messages is sparse. In an effort to provide a better understanding of the relationship between sponsorship investments and the consumer’s brand choice, an online experiment was conducted focusing on the role of the sponsorship portfolio size. In the context of sponsorship activities in the English Premier League, the study investigates how brand decision making can be influenced by the number of sponsored players wearing a particular footwear brand. Based on a microeconomic perspective, additional factors influencing the brand decision-making process, such as the overall brand status and prior brand experience, are considered. Logit regression models reveal that brand-choice behaviour is sensitive to the extent of sponsorship portfolio size, however, in a non-linear way. The results can be regarded as a next step in predicting the behavioural outcomes from sponsorship activities as the basis to estimate the economic efficiency of sponsorship investment.

Suggested Citation

  • Christoph Breuer & Sören Dallmeyer & Christopher Rumpf & Johannes Orlowski, 2021. "The effect of sponsorship portfolio size on brand choice: an experimental approach," Applied Economics, Taylor & Francis Journals, vol. 53(10), pages 1200-1211, February.
    • Handle: RePEc:taf:applec:v:53:y:2021:i:10:p:1200-1211
    DOI: 10.1080/00036846.2020.1834500
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/00036846.2020.1834500
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/00036846.2020.1834500?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:applec:v:53:y:2021:i:10:p:1200-1211. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/RAEC20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.