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  1. 2 Polish Sociological Review

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  1. 2 Karpińska-Krakowiak M.

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  1. 1 2014

  2. 1 2013

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The Impact of Consumer Knowledge on Brand Image Transfer in Cultural Event Sponsorship

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Karpińska-Krakowiak M.
Polish Sociological Review
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2013
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vol. 182
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issue 2
185-208
EN
The paper presents some preliminary findings on the role of consumer knowledge in cultural event sponsorships. Using a field design, the impact of consumer knowledge on the brand image transfer wasmeasured. Two international cultural events were examined and a total of 853 respondents participated in this study. The Kruskall-Wallis and Mann-Whitney tests were performed to determine whether there were any differences in brand image transfer between experts (‘high-knowledge’ spectators) and novices (‘low-knowledge’ spectators). The results reveal that image-building effects in cultural event sponsorship are considerably less pronounced if event spectators are highly knowledgeable about an event and its sponsoring brand. The findings indicate to what extent a brand may thrive on event sponsorship and how important it is to track current market segmentation and brand positioning.
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Consumers, Play and Communitas-an Anthropological View on Building Consumer Involvement on a Mass Scale

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Karpińska-Krakowiak M.
Polish Sociological Review
|
2014
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vol. 187
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issue 3
517-332
EN
There is an increasing interest in effective methods for building consumer involvement on a mass scale. This paper offers an interdisciplinary theoretical framework for consumer involvement analysis and forwards an anthropological approach to this issue. It uses categories of play and communitas to examine cultural dynamics underlying consumer involvement. It summarizes and extends theoretical understanding of the topic and provides numerous examples from contemporary marketplace such as Heineken Open’er Festival and Volkswagen ‘Fun Theory’ initiative. Several research propositions are formulated for future empirical endeavors and implications for practice are defined.
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