Transferring goodwill : are positive attitudes towards the event related to positive results for the sponsor?

McDonald, Heath and Shaw, Robin N. 2005, Transferring goodwill : are positive attitudes towards the event related to positive results for the sponsor?, in At the threshold : challenges and developments in social, sport and arts marketing : proceedings of the 2nd Australasian Nonprofit and Social Marketing Conference, Deakin University, Geelong, Vic., pp. 1-7.

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Title Transferring goodwill : are positive attitudes towards the event related to positive results for the sponsor?
Author(s) McDonald, Heath
Shaw, Robin N.
Conference name Australasian Nonprofit and Social Marketing Conference (2nd : 2005 : Geelong, Vic.)
Conference location Geelong, Vic.
Conference dates 22-23 Sep. 2005
Title of proceedings At the threshold : challenges and developments in social, sport and arts marketing : proceedings of the 2nd Australasian Nonprofit and Social Marketing Conference
Editor(s) Rentschler, Ruth
Hall, John
Publication date 2005
Conference series Australasian Nonprofit and Social Marketing Conference
Start page 1
End page 7
Total pages 7 p.
Publisher Deakin University
Place of publication Geelong, Vic.
Summary The transfer of positive brand image from the sponsored event to the sponsor is now one of the main reasons cited for engaging in event sponsorship activity. Beyond just simple brand associations though, it has been recognised that patrons often feel "goodwill" towards certain sponsored events and these feelings could also be transferred to enhance sponsorship outcomes. This paper reports on an email survey of over 300 patrons of a non-profit Arts Festival, examining whether "goodwill" can influence sponsorship effectiveness. Specifically, the focus here is on the relationship between positive attitudes toward the event and sponsorship outcomes. The findings suggest that satisfaction with the event is correlated positively with sponsor recall but not recognition. Those with higher degrees of "goodwill" towards the event did have more positive attitudes towards the sponsor and were more likely to recall and recognise sponsors correctly.
ISBN 1741560179
9781741560183
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005779

Document type: Conference Paper
Collection: Deakin Graduate School of Business
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