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

J 2024

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

KURA, Jakub

Basic information

Original name

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

Authors

KURA, Jakub (203 Czech Republic, guarantor, belonging to the institution)

Edition

Event Management, Cognizant Communication Corporation, 2024, 1525-9951

Other information

Language

English

Type of outcome

Článek v odborném periodiku

Field of Study

50700 5.7 Social and economic geography

Country of publisher

United States of America

Confidentiality degree

není předmětem státního či obchodního tajemství

References:

URL

Impact factor

Impact factor: 1.300 in 2022

Organization unit

Faculty of Science

DOI

http://dx.doi.org/10.3727/152599523X17025088793810

UT WoS

001229294100001

Keywords in English

brand awareness; brand recall; brand recognition; marketing; promotional value; rallying; sponsors

Abstract

V originále

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.

Citovat

KURA, Jakub. How Does Sponsoring of a Motoring Event Effect Brand Awareness of Brands Involved? Case Study of Barum Czech Rally Zlín. Event Management. Cognizant Communication Corporation, 2024, vol. 28, No 3, p. 365-378. ISSN 1525-9951. Available from: https://dx.doi.org/10.3727/152599523X17025088793810.

@article{2391260,
   author = {Kura, Jakub},
   article_number = {3},
   doi = {http://dx.doi.org/10.3727/152599523X17025088793810},
   keywords = {brand awareness; brand recall; brand recognition; marketing; promotional value; rallying; sponsors},
   language = {eng},
   issn = {1525-9951},
   journal = {Event Management},
   title = {How Does Sponsoring of a Motoring Event Effect Brand Awareness of Brands Involved? Case Study of Barum Czech Rally Zlín},
   url = {https://www.ingentaconnect.com/content/cog/em/pre-prints/content-kura},
   volume = {28},
   year = {2024}
}

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JF  - Event Management
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IS  - 3
SP  - 365-378
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PB  - Cognizant Communication Corporation
SN  - 15259951
KW  - brand awareness
KW  - brand recall
KW  - brand recognition
KW  - marketing
KW  - promotional value
KW  - rallying
KW  - sponsors
UR  - https://www.ingentaconnect.com/content/cog/em/pre-prints/content-kura
N2  - 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.
ER  -

KURA, Jakub. How Does Sponsoring of a Motoring Event Effect Brand Awareness of Brands Involved? Case Study of Barum Czech Rally Zlín. \textit{Event Management}. Cognizant Communication Corporation, 2024, vol.~28, No~3, p.~365-378. ISSN~1525-9951. Available from: https://dx.doi.org/10.3727/152599523X17025088793810.

Detailed Information on Publication Record