Journal article

Sponsorship: Impact on brand awareness and brand attitudes

G Jalleh, RJ Donovan, B Giles-Corti, CDAJ Holman

Social Marketing Quarterly | Published : 2002

Abstract

Sponsorship is a rapidly growing tool in both commercial and social marketing areas, in Australia and overseas. Australian health promotion foundations distribute substantial funds to arts, sports, and racing organizations for the opportunity to have these organizations' events sponsored by health promoting organizations. However, in spite of substantial commercial and health expenditures, there has been little published systematic evaluation of sponsorship. Recent years have seen far more attention to this area. This article presents the results of a study designed to evaluate sponsorship effectiveness in terms of its two main communication objectives: brand awareness and brand attitude. Tw..

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