Short answer
Prioritize event sponsorships that align with and can be amplified by your organization's existing brand orientation and innovative capabilities.
- Field
- Innovation & Markets
- Source
- Loughborough University Institutional Repository (Loughborough University) (2016)
- Method
- Quantitative research, survey-based
- Evidence
- Strong effect
A company's inherent brand focus and its capacity for innovation significantly enhance the effectiveness of event sponsorship in achieving both brand and performance-related outcomes. This innovation & markets research insight is drawn from a 2016 study published in Loughborough University Institutional Repository (Loughborough University). Using Quantitative research, survey-based, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Prioritize event sponsorships that align with and can be amplified by your organization's existing brand orientation and innovative capabilities.
Brand Orientation and Innovativeness Amplify Event Sponsorship ROI
A company's inherent brand focus and its capacity for innovation significantly enhance the effectiveness of event sponsorship in achieving both brand and performance-related outcomes.
Loughborough University Institutional Repository (Loughborough University) · 2016
Key Findings
- 01Brand orientation positively influences the effectiveness of event sponsorship on brand-related outcomes.
- 02Organizational innovativeness positively influences the effectiveness of event sponsorship on performance-related outcomes.
- 03Both brand orientation and organizational innovativeness can amplify the overall success of event sponsorship.
Application
Design takeaway
Prioritize event sponsorships that align with and can be amplified by your organization's existing brand orientation and innovative capabilities.
How to apply
Before selecting an event to sponsor, conduct an internal audit of your brand's clarity and your organization's willingness and ability to innovate. Choose events that resonate with your brand identity and offer opportunities for novel engagement.
Project actions
- 01When researching potential sponsorship opportunities, consider how well the event aligns with your brand's established identity.
- 02Think about how your project could incorporate innovative elements or approaches that would be enhanced by event sponsorship.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Investigates the crucial moderating role of internal organizational factors.
- +Provides actionable insights for optimizing marketing investment.
Limitations
It can be difficult to accurately measure 'brand orientation' and 'organizational innovativeness' objectively.
Reliability & validity
Reliability would be addressed through consistent survey questions and a sufficient sample size. Validity would be enhanced by using established scales for brand orientation and innovativeness, and by ensuring the measures of sponsorship outcomes are relevant and comprehensive.
Think critically
How might a company with low brand orientation or low innovativeness still achieve success through event sponsorship, and what alternative strategies could they employ?
Design Principles
"Strategic alignment of marketing investments with organizational core competencies maximizes return."
Understanding these moderating factors allows businesses to strategically select and leverage event sponsorships, ensuring that investments translate into tangible brand equity and measurable business results. This insight is crucial for optimizing marketing budgets and driving competitive advantage.
What This Means for Your Design
If your company really cares about its brand and is good at coming up with new ideas, sponsoring events will work much better for you.
How to use in your project
- 1.Use this research to justify why certain marketing or branding strategies, including event sponsorship, are more likely to succeed based on the company's internal characteristics.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that the success of event sponsorship is significantly influenced by internal organizational factors such as brand orientation and innovativeness. Organizations with a strong brand identity and a culture of innovation are better positioned to leverage event sponsorships for both brand and performance gains, suggesting that strategic alignment is key to maximizing marketing ROI.
Source
Loughborough University Institutional Repository (Loughborough University)
Event sponsorship and event marketing: brand and performance-related outcomes and the moderating effects of brand orientation and organisational innovativeness
journal · 2016
View sourceQuestions About This Research
- What does the research say about brand orientation and innovativeness amplify event sponsorship roi?
- Prioritize event sponsorships that align with and can be amplified by your organization's existing brand orientation and innovative capabilities. Evidence: Loughborough University Institutional Repository (Loughborough University) (2016).
- Why does "Brand Orientation and Innovativeness Amplify Event Sponsorship ROI" matter for design?
- Understanding these moderating factors allows businesses to strategically select and leverage event sponsorships, ensuring that investments translate into tangible brand equity and measurable business results. This insight is crucial for optimizing marketing budgets and driving competitive advantage.
- How can designers apply this research?
- Prioritize event sponsorships that align with and can be amplified by your organization's existing brand orientation and innovative capabilities.
- What were the main findings?
- Brand orientation positively influences the effectiveness of event sponsorship on brand-related outcomes.. Organizational innovativeness positively influences the effectiveness of event sponsorship on performance-related outcomes.. Both brand orientation and organizational innovativeness can amplify the overall success of event sponsorship.
- What research method was used?
- Quantitative research, survey-based.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2016 journal from Loughborough University Institutional Repository (Loughborough University).
- What should I do differently in my next project?
- Before selecting an event to sponsor, conduct an internal audit of your brand's clarity and your organization's willingness and ability to innovate. Choose events that resonate with your brand identity and offer opportunities for novel engagement.
- What are the limitations?
- The study's findings may be subject to self-reporting bias and the specific industry or types of events studied.