Sponsorship recall and recognition : the case of the 2007 Cricket World Cup

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dc.contributor.authorBoshoff, C.en_ZA
dc.contributor.authorGerber, C.en_ZA
dc.date.accessioned2011-05-15T16:05:29Z
dc.date.available2011-05-15T16:05:29Z
dc.date.issued2008
dc.descriptionCITATION: Boshoff, C. & Gerber, C. 2008. Sponsorship recall and recognition : the case of the 2007 Cricket World Cup. South African Journal of Business Management, 39(2):a556, doi:10.4102/sajbm.v39i2.556.
dc.descriptionThe original publication is available at https://sajbm.org
dc.description.abstractMillions of rands are spent on sponsorship in general every year, and on sports sponsorships in particular. Yet little is known about the effectiveness of this expenditure. In addition, sponsors are often not sure whether only their brands benefit from a sponsorship or whether competing brands in the same product category also benefit from their efforts. In this study an attempt is made to clarify these consideratio ns by comparing both the brand recall and the brand recognition of companies (and brands) who sponsored the 2007 Cricket World Cup. To determine whether brand recall and brand recognition increased during a sponsorship campaign, a quasi-experimental study was conducted by means of a one-group pre-test-post-test design. The data were collected using a convenience sample of 131 undergraduate students. The results seem to suggest that both the brand recall and the brand recognition levels of the sponsors increased significantly (α = 0,05), but that neither the brand recall nor the brand recognition levels of non-sponsor brands increased. The results therefore show that sponsorship does in fact increase brand awareness, by significantly increasing unaided brand recall, as well as increasing brand recognition and that non-sponsoring companies and brands do not benefit indirectly from their competitors' sponsorships in terms of brand recall and brand recognition.
dc.description.urihttps://sajbm.org/index.php/sajbm/article/view/556
dc.description.versionPublisher's version
dc.format.extent8 pages
dc.identifier.citationBoshoff, C. & Gerber, C. 2008. Sponsorship recall and recognition : the case of the 2007 Cricket World Cup. South African Journal of Business Management, 39(2):a556, doi:10.4102/sajbm.v39i2.556.
dc.identifier.issn2078-5976 (online)
dc.identifier.issn2078-5585 (print)
dc.identifier.otherdoi:10.4102/sajbm.v39i2.556
dc.identifier.urihttp://hdl.handle.net/10019.1/13151
dc.language.isoen
dc.publisherAOSIS
dc.rights.holderAuthors retain copyright
dc.subjectSports sponsorshipen_ZA
dc.titleSponsorship recall and recognition : the case of the 2007 Cricket World Cupen_ZA
dc.typeArticle
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