The bilateral image flow in sponsorship: an extension of Prendergast, Paliwal, and Mazodier (2016)

Abstract

This study uses a longitudinal approach to examine the sponsored event-to-sponsoring brand image transfer and the reverse image transfer from the sponsor to the event. A between-within mixed design was used to test the moderating role of familiarity in the image flow process. Findings confirmed the bi-directional flow of image is contingent upon the moderator. Specifically, images tended to flow from high-familiarity to low-familiarity entities in the context of sporting sponsorship. Both theoretical and practical implications are discussed.