| 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, roč. 28, č. 3, s. 365-378. ISSN 1525-9951. Dostupné z: https://dx.doi.org/10.3727/152599523X17025088793810. |
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@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}
}
TY - JOUR
ID - 2391260
AU - Kura, Jakub
PY - 2024
TI - How Does Sponsoring of a Motoring Event Effect Brand Awareness of Brands Involved? Case Study of Barum Czech Rally Zlín
JF - Event Management
VL - 28
IS - 3
SP - 365-378
EP - 365-378
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, roč.~28, č.~3, s.~365-378. ISSN~1525-9951. Dostupné z: https://dx.doi.org/10.3727/152599523X17025088793810.
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