Do Unknown Brands Profit more from Sponsorship? A Longitudinal Analysis

Abstract

An obvious limitation of static analyses of sponsorship effects is that assessing the change of constructs over time is impossible. Therefore, we develop a dynamical perspective of sponsorship effects on brand image based and investigate the proposed effects based on a panel survey conducted before and after the 2006 FIFA World CupTM. The empirical study focuses on the change of brand image between the two measurement points and assesses whether an unknown brand profits more from sponsorship effects in comparison to a well-known brand.