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Sponsorship portfolio as brand image creation strategies: A commentary essay

机译：赞助组合作为品牌形象创造策略：一篇评论文章

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摘要

This essay discusses Chien, Cornwell, and Pappu's (forthcoming) paper, "Sponsorship portfolio as brand image creation strategy." Although Chien et al. (forthcoming) seek to enhance understanding of the impact of a brand's sponsorship portfolio on its brand image they are not completely successful in this endeavor. One of their key constructs, the event personality fit (EPF) construct, has no significant effect on brand meaning. This essay suggests that this finding is because of limitations in the brand personality metrics in the study and because of the tautological nature of the hypotheses proposals. Their sponsorship category relatedness (SCR) construct, however, is a useful construct for those seeking to assemble a portfolio of sponsored products that builds positive brand meaning for the sponsor's brand.
机译：本文讨论了Chien，Cornwell和Pappu的（即将发表的）论文“赞助组合作为品牌形象创造策略”。虽然Chien等。 （即将发布）试图加深对品牌赞助组合对其品牌形象的影响的理解，但他们在这项工作中并不完全成功。他们的关键构架之一，即事件个性契合度（EPF）构架对品牌含义没有重大影响。本文表明，这一发现是由于研究中品牌个性指标的局限性以及假设建议的重言性所致。但是，它们的赞助商类别相关性（SCR）构造对于寻求组装赞助商产品组合以建立赞助商品牌的正面品牌含义的人来说是有用的构造。

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