Olympic Sponsorships and Brand Value

An Empirical Analysis

Dados Bibliográficos

ID21422856
AutoresAtefeh Yazdanparast (0000-0001-7228-7862, Clark University, autor correspondente), Omer Bayar (University of Evansville)
Ano2021
Volume50
Fascículo2
Páginas139-159
Data de publicação2021-03-15
Open AccessNão
TipoARTICLE
PeriódicoJournal of Advertising (JOURNAL)
Identificadores do periódicoISSN: 0091-3367 • E-ISSN: 1557-7805
EditoraInforma UK Limited (PUBLISHER • GB)
DOI10.1080/00913367.2020.1856737
OpenAlexW3128822223
IdiomaEN
Citações recebidas6
Referências citadas86

The cost of sponsoring high-profile events is rising rapidly, making it increasingly important to evaluate the effectiveness of sponsorship arrangements. The present study examines the impact of sponsoring the Olympics on brand valuations measured by the formulary approach. Estimates show that Olympic sponsorships raise brand value over time, an effect which is driven by summer games and compatible with defensive action for brand maintenance. The study contributes to the literature by properly dealing with potential endogeneity in sponsorship outcomes, studying the impact of sponsorships on brand value, and conducting longitudinal analysis on the effect of sports sponsorships

Advertising · Business · Econometrics · Economics · Endogeneity · Statistics · Value (mathematics) · Consumer Behavior in Brand Consumption and Identification · Consumer Market Behavior and Pricing · Digital Marketing and Social Media · Marketing · Mathematics