Brand Spillover Effects within a Sponsor Portfolio: The Interaction of Image Congruence and Portfolio Size

Marketing Management Journal, 25(2), 107-122.

21 Pages Posted: 24 Feb 2016

See all articles by Joe Cobbs

Joe Cobbs

Northern Kentucky University - College of Business

Mark Groza

Northern Illinois University

Gregg Rich

University of Georgia

Date Written: 2016

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.

Keywords: sponsorship, sports marketing, brand, brand portfolio, advertising

Suggested Citation

Cobbs, Joe and Groza, Mark and Rich, Gregg, Brand Spillover Effects within a Sponsor Portfolio: The Interaction of Image Congruence and Portfolio Size (2016). Marketing Management Journal, 25(2), 107-122.. Available at SSRN: https://ssrn.com/abstract=2736416

Joe Cobbs (Contact Author)

Northern Kentucky University - College of Business ( email )

Highland Heights, KY 41099
United States

Mark Groza

Northern Illinois University ( email )

1425 W. Lincoln Hwy
Dekalb, IL 60115-2828
United States

Gregg Rich

University of Georgia ( email )

Athens, GA 30602-6254
United States

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