Bibliometric Analysis in Event Sponsorship Marketing Strategy in Increasing Brand Exposure
DOI:
https://doi.org/10.58765/ijemr.v2i1.182Keywords:
Bibliometric Analysis, VOS viewer, Sponsorship, Brand Exposure LeadershipAbstract
Purpose – This paper aims to provide a general overview of brand exposure for a brand in sponsorship marketing methods. Special attention is paid to articles directly related to Marketing, Brand Exposure, and Sponsorship
Methodology – Bibliometric analysis was carried out on 68 documents extracted from the WOS database, using VOS viewer software.
Findings – This literature has achieved great development and implemented different research lines. A special analysis of the academic literature on Brand Exposure in the field of Marketing and Sponsorship has been carried out in Brand Exposure.
Implication – The development of scientific knowledge about Brand Exposure has made this the center of business management studies regarding the focus on marketing sponsorship of a brand at an event.
Originality – Several previous studies have provided a systematic review of the literature using different approaches, but did not explain in detail the structure of the effect of brands on sponsorship itself dictating the need for further development.
Conclusion – The relationship between Brand Exposure and Sponsorship. Sponsorship carried out by a brand can increase brand awareness, visibility, and brand recognition. By supporting a popular event or cause, sponsors can expand their brand's reach and create an emotional connection with consumers
Downloads
References
Alba, JW, and Hutchinson JW, 1987. Dimensions of Consumer Expertise. J. Consum. Res. 13(4), 411–454.
Baron, RM, and Kenny, DA 1986. The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51, 1173-1182.
Batra, R., and Ray, M.L., 1986. Affective Responses Mediating Acceptance of Advertising. J. Consum. Res. 13(2), 234– 249
Baumann, C., 2015. How Brand Exposure and Brand Experience Impact Brand Recall. Accessed on October 18, 2015,http://www.cmo.com.au/blog/marketing-science/2015/01/22/how-brandexposure-and-experience-impact-brandrecall/
Baumann, C., Hamin, and Chong, A., 2015. The Role of Brand Exposure and Experience on Brand Recall – Product Durability vis-avis FMCG. Journal of Retailing and Consumer Services 23, 21-31.
Chaudhuri, A., and Holbrook, MB, 2001. The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. J Mark. 65(2), 81–93.
Delgado-Ballester, E., and Munuera-Alemán, J.L., 2001. Brand Trust in the Context of Consumer Loyalty. Eur. J Mark. 35 (11/12), 1238–1258.
Jensen, JA, Walsh, P., Cobbs, J., and Turner, B.A., 2015. The Effects of Second Screen Use on Sponsor Brand Awareness: A Dual Coding Theory Perspective. Journal of Consumer Marketing, Vol. 32 Iss 2.
Keller, KL, 2008. Strategic Brand Management: Building, Measuring, and Managing Brand Equity: New Jersey: Prentice Hall.
Keller, KL, 2009. Building Strong Brands in Modern Marketing Communications Environment. J Mark. Commun. 15(2-3), 139-155.
Mohammad, 2012. The Effect of Brand Trust and Perceived Value in Building Brand Loyalty. International Research of Journal of Finance and Economics.
Peter, JP, and Olson, JC, 2000. Consumer Behavior, Consumer Behavior and Marketing Strategy; translation, Sihombing, Damos. Jakarta: Erlangga Publishing Company, Boston Massachusetts, USA.
Sahin, A., Zehir, C., and Kitapci, H., 2011. The Effect of Brand Experiences, trust and Satisfaction on Building Brand Loyalty: An Empirical Research on Global Brands. J Mark. 24, 1288-1301.
Warlop, L., Ratneshwar, S., and van Osselaer, SMJ, 2005. Distinctive Brand Cues and Memory for Product Consumption Experiences. Int. J. Res. Mark. 22(1), 27– 44.
Zehir, C., Sahin, A., and Ozsahin, M., 2011. The Effects of Brand Communication and Service Quality in Building Brand Loyalty through Brand Trust: The Empirical Research on Global Brands. J Mark. 24, 1218-1231.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
