How Does Sponsoring of a Motoring Event Effect Brand Awareness of Brands Involved? Case Study of Barum Czech Rally Zlín
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14310%2F24%3A00135765" target="_blank" >RIV/00216224:14310/24:00135765 - isvavai.cz</a>
Result on the web
<a href="https://www.ingentaconnect.com/content/cog/em/pre-prints/content-kura" target="_blank" >https://www.ingentaconnect.com/content/cog/em/pre-prints/content-kura</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.3727/152599523X17025088793810" target="_blank" >10.3727/152599523X17025088793810</a>
Alternative languages
Result language
angličtina
Original language name
How Does Sponsoring of a Motoring Event Effect Brand Awareness of Brands Involved? Case Study of Barum Czech Rally Zlín
Original language description
The paper focuses on the sponsoring of motoring events and evaluates the levels of brand awareness that sponsoring brings to brands. The level of brand awareness was measured during Barum Czech Rally Zlín, and two methods of evaluating brand awareness were used. First was an unaided recall of possible sponsors of rallying, and second, respondents were given a list of possible sponsors and had to recognize brands of actual sponsors. Then, they were asked whether they were purchasing goods based on the fact that the given brand is a sponsor of motorsport. As results showed, the most known brands were those of major sponsors of events itself. The majority of respondents prefer brands that are sponsoring motorsport. Thus, brand awareness via motorsport is a promoting tool mainly for big sponsors, providing plenty of coverage during the event.
Czech name
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Czech description
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Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
50700 - Social and economic geography
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2024
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Event Management
ISSN
1525-9951
e-ISSN
1943-4308
Volume of the periodical
28
Issue of the periodical within the volume
3
Country of publishing house
US - UNITED STATES
Number of pages
14
Pages from-to
365-378
UT code for WoS article
001229294100001
EID of the result in the Scopus database
2-s2.0-85194285730