Jonathan A. Jensen, Joe B. Cobbs, Alex Mazer, B. David Tyler
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引用次数: 0
摘要
各行各业的公司经常与一级方程式(F1)赛车队合作,以实现国际范围内的营销目标。受赞助的财产提供了品牌外来性/本地性、原产国的信号,并有可能取得引人注目的成就。企业与一些世界上最著名的运动员和标志性车队建立并退出品牌合作关系,但合作关系的决策过程仍然不透明,特别是在地理来源和车队表现等标准的影响方面,包括宏观经济条件和品牌相关因素。本研究建立了一个定量模型,分析了 53 年来六大洲 3000 多个赞助项目的数据。研究结果通过解释共同的国籍效应以及与赞助组织绩效之间的联系,加深了人们对品牌合作伙伴关系的延续/解体的理解,而这种联系在 F1 的三个不同时期都很稳固。在此过程中,本文完成了赞助绩效周期,并提炼出了合作伙伴关系对品牌外来性的限制,从而为理论做出了贡献。对品牌决策者的访谈为理论和定量分析提供了支持,访谈摘录也为管理应用的讨论提供了依据。研究的意义包括提高寻找合作伙伴的效率,从而增加在与赞助相关的国际营销中建立持久品牌关系的可能性。
EXPRESS: Analyzing Brand Strategy on an International Scale: the Sponsorship Performance Cycle in Formula One Racing
Firms from a variety of industries regularly partner with Formula One (F1) racing teams to achieve marketing objectives on an international scale. The sponsored properties offer signals of brand foreignness/localness, country of origin, and the potential for highly visible achievements. Firms enter and exit brand partnerships with some of the world’s most famous athletes and iconic teams, yet the partnership decision-making process remains opaque, particularly concerning the impact of geographic origin and team performance among other criteria, including macroeconomic conditions and brand-related factors. This study contributes a quantitative model that analyzes 53 years of data encompassing more than 3,000 sponsorships across six continents. The findings improve understanding of brand partnership continuity/dissolution by explicating a shared nationality effect and a link with sponsored organizational performance that is robust across three distinct eras of F1. In doing so, the paper contributes to theory by completing the sponsorship performance cycle and distilling partnership limits to brand foreignness. The theory and quantitative analyses are buttressed by interviews with brand decision-makers, excerpts from which also shape the discussion of managerial applications. Implications include efficiencies in partner prospecting that enhance the likelihood of enduring brand relationships in sponsorship-linked international marketing.
期刊介绍:
As the globalization of markets continues at a rapid pace, business practitioners and educators alike face the challenge of staying current with the developments. Marketing managers require a source of new information and insights on international business events. International marketing educators require a forum for disseminating their thoughts and research findings. Journal of International Marketing(JIM) is an international, peer-reviewed journal dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing management are published each quarter.