School of Business
Olympic sponsorships and brand value: An empirical analysis
Document Type
Article
Abstract
The cost of sponsoring high-profile events is rising rapidly, making it increasingly important to evaluate the effectiveness of sponsorship arrangements. The present study examines the impact of sponsoring the Olympics on brand valuations measured by the formulary approach. Estimates show that Olympic sponsorships raise brand value over time, an effect which is driven by summer games and compatible with defensive action for brand maintenance. The study contributes to the literature by properly dealing with potential endogeneity in sponsorship outcomes, studying the impact of sponsorships on brand value, and conducting longitudinal analysis on the effect of sports sponsorships.
Publication Title
Journal of Advertising
Publication Date
2020
Volume
50
Issue
2
First Page
139
Last Page
159
ISSN
0091-3367
DOI
10.1080/00913367.2020.1856737
Keywords
olympics, brand, brand value, sponsorships
Repository Citation
Yazdanparast, Atefeh and Bayar, Omer, "Olympic sponsorships and brand value: An empirical analysis" (2020). School of Business. 70.
https://commons.clarku.edu/faculty_school_of_management/70
