Can sponsorships be harmful for events? Investigating the transfer of associations from sponsors to events

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23 Citations (Scopus)


This paper outlines how sponsorships can be beneficial or harmful to events. Using an experimental design and focusing on association transfers surrounding a snowboarding event, we illustrate that the sponsoring brand associations have a significant effect on the associations of the event. Our results indicate that in this instance some associations are transferred; others are not significant. Event managers must track which of these association transfers are occurring in order to understand and maintain their desired positioning.
Original languageUnknown
Pages (from-to)244-251
JournalInternational Journal Of Sports Marketing & Sponsorship
Issue number3
Publication statusPublished - 1 Jan 2009

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