Sponsorship, Brands and Reputation


The Impact of Sponsorship on Brands and Reputation, Special issue of International Journal of Advertising, Co-edited by Dae Ryun Chang and Eunju Ko; Deadline 30 Nov 2010

The International Journal of Advertising (IJA) is pleased to announce a call for papers for a Special Issue that examines the impact that corporate
sponsorships have on their brands and reputations. Corporate sponsorship has been a long-established practice in many industries, and is used to fulfil
some part of a company?s integrated marketing communication strategy. While it is generally accepted that such support leads to positive goodwill
and public relations for the benefactors, there is still a dearth of conceptual and empirical studies that have analysed systematically the actual benefits
and costs of such endeavors.

This Special Issue aims to look at some key global industries where sponsorship has played a vital role in the marketing communication strategy.
In 2010 the Vancouver Winter Olympics and the South African World Cup will be seen by billions of people across the globe. These and other
events help to make sports marketing a business that is worth over $40 billion per year and growing. With the recent economic downturn, however,
some corporate patrons, such as those of the LPGA, have started to reduce or completely terminate their sponsorship. In contrast, other companies,
such as AIG, despite their financial woes, continue to spend tens of millions of dollars on sponsoring the jerseys of the Manchester United football
team in the English Premiership. A better understanding is therefore needed to assess the drivers and merits of sponsorship in sports at the
global, regional and national levels. Like sports, the entertainment industry has been a key recipient as well as a provider of corporate sponsorship.
In addition, some countries, such as India, France and South Korea, are trying to market their cultures abroad through entertainment vehicles. A
possible inquiry therefore can be to see as to how corporate sponsorship betters not only companies? reputations but also countries? images.
Another focal industry for this issue will be the $80 billion luxury goods market, which includes high-end cosmetics, fashion, timepieces and
accessories. Because of its high pricing strategy, this industry has borne the brunt of the worldwide recession, and therefore is in need of creative
marketing to stimulate demand. Whereas such traditional luxury goods?sponsorship target has been to maintain an exclusive image, a newer
challenge could be to extend their reputation to new users. Also, given the unabated growth of demand in Asia for luxury goods and brands, an
important sub-issue would be to look at how sponsorship strategy could differ across regional markets.

This Special Issue on sponsorship will welcome submissions on industries or issues other than those mentioned above. Examples of topics
might include, but are not limited to, the following:

? sponsorship of global, regional or national sporting properties

? sponsorship of global, regional or national entertainment properties

? sponsorship issues related to global, regional or national luxury market products

? sponsorship issues related to business-to-business brands

? sponsorship of the arts

? sponsorship and nation branding.

It will be co-edited by two editorial board members at the IJA, Dae Ryun Chang and Eunju Ko, both at Yonsei University, Seoul, Korea.

The submission deadline is 30 November 2010.

Submission information

Papers should be submitted online at http://www.editorialmanager.com/i-j-a/ to go through the International Journal of Advertising?s regular review
process. Please include a note that the paper is being submitted to the Special Issue.

Email address for queries: ijaeditor@warc.com, or to the special issue editors Dae Ryun Chang (drchang@yonsei.ac.kr) or Eunju Ko (ejko@yonsei.ac.kr)