How Does Sponsoring of a Motoring Event Effect Brand Awareness of Brands Involved? Case Study of Barum Czech Rally Zlín

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

How Does Sponsoring of a Motoring Event Effect Brand Awareness of Brands Involved? Case Study of Barum Czech Rally Zlín

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

How Does Sponsoring of a Motoring Event Effect Brand Awareness of Brands Involved? Case Study of Barum Czech Rally Zlín

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50700 - Social and economic geography

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2024

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Event Management

ISSN

1525-9951

e-ISSN

1943-4308

Svazek periodika

28

Číslo periodika v rámci svazku

3

Stát vydavatele periodika

US - Spojené státy americké

Počet stran výsledku

14

Strana od-do

365-378

Kód UT WoS článku

001229294100001

EID výsledku v databázi Scopus

2-s2.0-85194285730