It works two ways: impacts of sponsorship alliance upon sport and sponsor image

Article

Kelly, Sarah Jane, Ireland, Michael, Mangan, John and Williamson, Harley. 2016. "It works two ways: impacts of sponsorship alliance upon sport and sponsor image." Sport Marketing Quarterly. 25 (4), pp. 241-259.
Article Title

It works two ways: impacts of sponsorship alliance upon sport and sponsor image

ERA Journal ID19505
Article CategoryArticle
AuthorsKelly, Sarah Jane (Author), Ireland, Michael (Author), Mangan, John (Author) and Williamson, Harley (Author)
Journal TitleSport Marketing Quarterly
Journal Citation25 (4), pp. 241-259
Number of Pages19
Year2016
Place of PublicationUnited States
ISSN1061-6934
1557-2528
Web Address (URL)http://fitpublishing.com/articles/it-works-two-ways-impacts-sponsorship-alliance-upon-sport-and-sponsor-image
Abstract

Determining the impact of sport sponsorship by alcohol companies has been identified as a priority research concern (World Health Organization, 2014). Despite the vast investment and potential risks, there is almost no sport sponsorship-specific research examining how the choice and behavior of one sponsorship partner affects consumer attitude towards the other partner. We test this relationship, focusing upon the controversial alcohol-sport sponsorship pairing, given its importance to sport management and policy. The results of these robust experimental results provide the first evidence that sponsorship pairing affects brand attitudes of both the sport and commercial partner. Implications for best practice sport sponsorship management in an increasingly controversial alcohol sponsorship environment are discussed.

Keywordssponsorship, brand image, alliance
ANZSRC Field of Research 2020350604. Marketing communications
529999. Other psychology not elsewhere classified
Public Notes

File reproduced in accordance with the copyright policy of the publisher/author.

Byline AffiliationsUniversity of Queensland
School of Psychology and Counselling
Institution of OriginUniversity of Southern Queensland
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March, Sonja, Day, Jamin, Zieschank, Kirsty and Ireland, Michael. 2018. "The Interactive Child Distress Screener: development and preliminary feasibility testing." JMIR mHealth and uHealth. 6 (4), pp. 1-15. https://doi.org/10.2196/mhealth.9456
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Arber, Madeleine M., Ireland, Michael J., Feger, Roy, Marrington, Jessica, Tehan, Joshua and Tehan, Gerald. 2017. "Ego depletion in real-time: an examination of the sequential-task paradigm." Frontiers in Psychology. 8, pp. 1-12. https://doi.org/10.3389/fpsyg.2017.01672
Psychosocial interventions for managing occupational stress and burnout among medical doctors: a systematic review
Clough, Bonnie A., March, Sonja, Chan, Raymond J., Casey, Leanne M., Phillips, Rachel and Ireland, Michael J.. 2017. "Psychosocial interventions for managing occupational stress and burnout among medical doctors: a systematic review." Systematic Reviews. 6, pp. 1-19. https://doi.org/10.1186/s13643-017-0526-3
Psychometric testing of the revised “Families’ Importance in Nursing Care—Nurses’ Attitudes instrument”
Mackie, Benjamin R., Marshall, Andrea, Mitchell, Marion and Ireland, Michael J.. 2017. "Psychometric testing of the revised “Families’ Importance in Nursing Care—Nurses’ Attitudes instrument” ." Journal of Advanced Nursing. 74 (2), pp. 482-490. https://doi.org/10.1111/jan.13442
Can alcohol sponsorship be diluted by health messaging?
Kelly, Sarah Jane, Ireland, Michael, Mangan, John and Williamson, Harley. 2018. "Can alcohol sponsorship be diluted by health messaging?" Sport in Society. 21 (3), pp. 434-451. https://doi.org/10.1080/17430437.2017.1346617
Internet-based delivery of cognitive behaviour therapy compared to monitoring, feedback and support for problem gambling: a randomised controlled trial
Casey, Leanne M., Oei, Tian P. S., Raylu, Namrata, Horrigan, Katherine, Day, Jamin, Ireland, Michael and Clough, Bonnie A.. 2017. "Internet-based delivery of cognitive behaviour therapy compared to monitoring, feedback and support for problem gambling: a randomised controlled trial." Journal of Gambling Studies. 33 (3), pp. 993-1010. https://doi.org/10.1007/s10899-016-9666-y
Farmers tell us how to help improve their mental health help-seeking
Vayro, C., Brownlow, C., Ireland, M. and March, S.. 2017. "Farmers tell us how to help improve their mental health help-seeking." 9th Australian Rural and Remote Mental Health Symposium. Albury, Australia 11 - 13 Oct 2017 Nerang, Qld, Australia.
Socio-demographic factors drive regional differences in participation in the National Bowel Cancer Screening Program – An ecological analysis
Sun, Jiandong, March, Sonja, Ireland, Michael J., Crawford-Williams, Fiona, Goodwin, Belinda, Hyde, Melissa K., Chambers, Suzanne K., Aitken, Joanne F. and Dunn, Jeff. 2018. "Socio-demographic factors drive regional differences in participation in the National Bowel Cancer Screening Program – An ecological analysis." Australian and New Zealand Journal of Public Health. 42 (1), pp. 92-97. https://doi.org/10.1111/1753-6405.12722
A systematic review of geographical differences in management and outcomes for colorectal cancer in Australia
Ireland, Michael J., March, Sonja, Crawford-Williams, Fiona, Cassimatis, Mandy, Aitken, Joanne F., Hyde, Melissa K., Chambers, Suzanne K., Sun, Jiandong and Dunn, Jeff. 2017. "A systematic review of geographical differences in management and outcomes for colorectal cancer in Australia." BMC Cancer. 17 (1). https://doi.org/10.1186/s12885-017-3067-1
A randomized controlled trial of mindfulness to reduce stress and burnout among intern medical practitioners
Ireland, Michael J., Clough, Bonnie, Gill, Kim, Langan, Fleur, O'Connor, Angela and Spencer, Lyndall. 2017. "A randomized controlled trial of mindfulness to reduce stress and burnout among intern medical practitioners." Medical Teacher. 39 (4), pp. 409-414. https://doi.org/10.1080/0142159X.2017.1294749
The impact of alcohol sponsorship in sport upon varsity sportspeople
Kelly, Sarah Jane, Ireland, Michael, Mangan, John and Alpert, Frank. 2014. "The impact of alcohol sponsorship in sport upon varsity sportspeople." Journal of Sport Management. 28 (4), pp. 418-432. https://doi.org/10.1123/jsm.2013-0078
Young consumers’ exposure to alcohol sponsorship in sport
Kelly, Sarah, Ireland, Michael, Alpert, Frank and Mangan, John. 2015. "Young consumers’ exposure to alcohol sponsorship in sport." International Journal of Sports Marketing and Sponsorship. 16 (2), pp. 2-21. https://doi.org/10.1108/IJSMS-16-02-2015-B002
Development of the SOSS-D: a scale to measure stigma of occupational stress and burnout in medical doctors
Clough, Bonnie A., Ireland, Michael J. and March, Sonja. 2018. "Development of the SOSS-D: a scale to measure stigma of occupational stress and burnout in medical doctors." Journal of Mental Health. 28 (1), pp. 26-33. https://doi.org/10.1080/09638237.2017.1370642
Farmers are not seeking help: what does service provision have to do with it?
Vayro, C., Brownlow, C., Ireland, M. and March, S.. 2017. "Farmers are not seeking help: what does service provision have to do with it?" 14th World Rural Health Conference (Wonca 2017). Cairns, QLD 29 Apr - 02 May 2017
Farmers aren't seeking help for mental health: their partners tell us why
Vayro, Caitlin, Brownlow, Charlotte, Ireland, Michael and March, Sonja. 2017. "Farmers aren't seeking help for mental health: their partners tell us why." Coleman, Leanne (ed.) 14th National Rural Health Conference. Cairns, Australia 26 - 29 Mar 2017 Canberra, Australia.
Stories from Queensland farmers: 'why we don't seek help for mental health'
Vayro, Caitlin, Brownlow, Charlotte, Ireland, Michael and March, Sonja. 2016. "Stories from Queensland farmers: 'why we don't seek help for mental health'." 8th Rural and Remote Mental Health Symposium (2016). Kingscliff, Australia 03 - 04 Nov 2016
The cognitive emotion regulation questionnaire: factorial, convergent, and criterion validity analyses of the full and short versions
Ireland, Michael J., Clough, Bonnie A. and Day, Jamin J.. 2017. "The cognitive emotion regulation questionnaire: factorial, convergent, and criterion validity analyses of the full and short versions." Personality and Individual Differences. 110, pp. 90-95. https://doi.org/10.1016/j.paid.2017.01.035
Innovative mental health solutions for regional well-being and resilience
March, Sonja, Ireland, Michael, Brownlow, Charlotte, Goh, Hong Eng, Antonio, Amy, Tehan, Gerry and Keppell, Mike. 2014. "Innovative mental health solutions for regional well-being and resilience." Keppell, Mike and Reushle, Shirley (ed.) 2nd Digital Rural Futures Conference 2014. Toowoomba, Australia 25 - 27 Jun 2014 Toowoomba, Australia.
The nature of youth care tasks in families experiencing chronic illness/disability: development of the Youth Activities of Caregiving Scale (YACS)
Ireland, Michael James and Pakenham, Kenneth Ian. 2010. "The nature of youth care tasks in families experiencing chronic illness/disability: development of the Youth Activities of Caregiving Scale (YACS)." Psychology and Health: an international journal. 25 (6), pp. 713-731. https://doi.org/10.1080/08870440902893724
Youth adjustment to parental illness or disability: the role of illness characteristics, caregiving, and attachment
Ireland, Michael J. and Pakenham, Kenneth I.. 2010. "Youth adjustment to parental illness or disability: the role of illness characteristics, caregiving, and attachment." Psychology, Health and Medicine. 15 (6), pp. 632-645. https://doi.org/10.1080/13548506.2010.498891
Meditation and psychological health and functioning: a descriptive and critical review
Ireland, Michael. 2012. "Meditation and psychological health and functioning: a descriptive and critical review." The Scientific Review of Mental Health Practice. 9 (1), pp. 4-19.
Meditation and psychological health: modeling theoretically derived predictors, processes, and outcomes
Ireland, Michael James. 2013. "Meditation and psychological health: modeling theoretically derived predictors, processes, and outcomes." Mindfulness. 4 (4), pp. 362-374. https://doi.org/10.1007/s12671-012-0136-z
Meditative insight: conceptual and measurement development
Ireland, Michael J.. 2013. "Meditative insight: conceptual and measurement development." Mental Health, Religion and Culture. 16 (1), pp. 79-99. https://doi.org/10.1080/13674676.2011.645225
Effect of context on performance approach orientation
Izadikhah, Zahra, Jackson, Chris and Ireland, Michael J.. 2012. "Effect of context on performance approach orientation." American Journal of Psychology. 125 (2), pp. 193-207. https://doi.org/10.5406/amerjpsyc.125.2.0193