The Impact of Repeat Attendance on Sponsorship Effects

Journal of Marketing Communications, Vol. 13, No. 4, pp. 243-255, 2007

29 Pages Posted: 16 Jan 2012

See all articles by Russell Lacey

Russell Lacey

Xavier University

Julie Sneath

University of South Alabama

R. Zachary Finney

affiliation not provided to SSRN

Angeline Close Scheinbaum

University of Texas at Austin

Date Written: January 16, 2012

Abstract

Understanding the impact of retaining sponsors and event attendees offers important insight to organizations that are contemplating long-term sponsorship relationships and to event marketers seeking ongoing sponsorship partnerships. Yet prior to this study, the impact of multi-year sponsorship and attendance on a sponsoring brand have not been investigated. The study addresses this gap through the examination of field survey results obtained during a professional cycling event, the Tour de Georgia, which drew more than 800,000 spectators over a six-day period in April 2005. Data from a sample of 1,280 spectators suggest that multi-year attendance is associated with enhanced brand image and purchase intentions of an ongoing title sponsor’s products.

Keywords: sponsorship, event marketing, relationship marketing, consumer behavior, sport marketing

JEL Classification: M31

Suggested Citation

Lacey, Russell and Sneath, Julie and Finney, R. Zachary and Scheinbaum, Angeline Close, The Impact of Repeat Attendance on Sponsorship Effects (January 16, 2012). Journal of Marketing Communications, Vol. 13, No. 4, pp. 243-255, 2007. Available at SSRN: https://ssrn.com/abstract=1985857

Russell Lacey

Xavier University ( email )

Cincinnati, OH 45207
United States

Julie Sneath

University of South Alabama ( email )

307 University Blvd
Mobile, AL 36688
United States

R. Zachary Finney

affiliation not provided to SSRN ( email )

Angeline Close Scheinbaum (Contact Author)

University of Texas at Austin ( email )

2317 Speedway
Austin, TX 78712
United States

HOME PAGE: http://angelineclose.com

Register to save articles to
your library

Register

Paper statistics

Downloads
122
Abstract Views
693
rank
228,840
PlumX Metrics