2024
How Does Sponsoring of a Motoring Event Effect Brand Awareness of Brands Involved? Case Study of Barum Czech Rally Zlín
KURA, JakubZákladní údaje
Originální název
How Does Sponsoring of a Motoring Event Effect Brand Awareness of Brands Involved? Case Study of Barum Czech Rally Zlín
Autoři
KURA, Jakub (203 Česká republika, garant, domácí)
Vydání
Event Management, Cognizant Communication Corporation, 2024, 1525-9951
Další údaje
Jazyk
angličtina
Typ výsledku
Článek v odborném periodiku
Obor
50700 5.7 Social and economic geography
Stát vydavatele
Spojené státy
Utajení
není předmětem státního či obchodního tajemství
Odkazy
Impakt faktor
Impact factor: 1.300 v roce 2022
Organizační jednotka
Přírodovědecká fakulta
UT WoS
001229294100001
Klíčová slova anglicky
brand awareness; brand recall; brand recognition; marketing; promotional value; rallying; sponsors
Štítky
Příznaky
Mezinárodní význam, Recenzováno
Změněno: 4. 6. 2024 11:23, Mgr. Marie Šípková, DiS.
Anotace
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.