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The Blue Ridge Mountain
of North Carolina
Banner Elk & Avery County in the North Carolina Mountains
Welcome to the Blue Ridge Mountains of North Carolina and Avery County, fun central for outdoor enthusiasts of all ages and persuasions. Here we profile our town of Banner Elk in the heart of the North Carolina Mountains, where no matter what the time of year - winter, spring, summer or fall - there are tons of ways to enjoy the great outdoors all year round! Banner Elk North Carolina, the hub for Blue Ridge Mountain range outdoor recreation.
Banner Elk is Ski Central for the best skiing and snowboarding in the North Carolina Mountains. Ski the Blue Ridge Mountains at their highest peaks! Beech Mountain Resort, Sugar Mountain Ski Resort, and Hawksnest Ski Resort offer some of the best snow skiing and snowboarding in the southeast U.S.
For summer fun, enjoy the mild weather as you golf your way through the North Carolina mountains, or explore the numerous hiking trails around the Blue Ridge Parkway and Grandfather Mountain. Experience the incredible autumn views, spring wildflowers, and the peaceful retreats typical of the mountains of North Carolina. Day trips abound, from guided fly fishing tours, to white water rafting excursions for the more adventuresome.
Banner Elk is at the center of all this and more, with spectacular North Carolina mountain scenery everywhere you look! We will show you in this site our beautiful piece of the earth, traveling to the quaint and unique villages that surround Banner Elk. Blue Ridge mountain rentals and retreats at Valle Crucis, Beech Mountain, Sugar Mountain and more! Catch a trout in Foscoe, and discover the highest peak in the Blue Ridge Mountain range – the majestic Grandfather Mountain.
Join us as we take a tour of our roots - the heart of the beautiful Blue
Ridge Mountains of North Carolina!
Banner Elk: Playground of the Blue Ridge Mountains
The Legend of Banner's Elk
In the year of 1840, Martin Luther Banner - a man of Welch descent - first saw the area now known as Banner Elk in the valley of Elk Creek in the heart of the Blue Ridge mountains of North Carolina. He was just passing through on the way to Nashville when he was taken aback by the natural beauty of the North Carolina mountains, and decided right then and there he would return. He did return with his family around 1845, and about a year later they moved across Sugar Mountain Gap, cleared a small field and built a cabin about where Lees-McRae College now stands.
Martin Luther established the first permanent settlement in 1848, and eventually the Banner family grew to 55 members. The area where they lived became known as "Banner's Elk" - deep in the mountains of North Carolina, a name you can still hear from some of the older local folk.
Rumor has it that the town was named after an elk- one of the last in
the region- that was shot and et, allegedly by one of those 55
Banner kids!
Banner Elk NC- a quaint bustling mountain town in the center of the Blue Ridge Mountains highest peaks. Here you find fine and casual dining, shopping, whitewater rafting, Banner Elk Stables, North Carolina ski resort, Golf resorts, and high country accommodations, rentals, and real estate.
Sugar Mountain North Carolina is one of the top golf resorts in the North Carolina Mountains in the summer, and in the winter has the highest vertical rise of the North Carolina ski slopes. Mountain bike trails, golf and tennis, scenic chair lift rides, snow skiing, snowboarding and tubing are all here at Sugar Mountain Ski Resort.
Beech Mountain North Carolina, a four seasons resort, is the highest city in the Blue Ridge Mountains. There are plenty of Blue Ridge mountain rentals for all year round. Hiking trails, mountain bike trails, and Fred's General Mercantile are just some of the attractions at this North Carolina Mountain resort.
Seven Devils and Hawksnest Ski
Resort has one of the prettiest ski slopes in the North Carolina mountains.
With plenty of rental cabins and vacation
home rentals, Seven Devils and Hawksnest is a four season mountain resort, offering
snowboarding, skiing, and scenic views of the Blue Ridge mountains .
Grandfather Mountain, highest peak in the Blue Ridge Mountains, offers hiking trails, a mile high swinging bridge, examples of native animals in their natural habitat, and a nature museum. Every July Grandfather is host to the Highland Games, and the gathering of Scottish Clans in the mountains of North Carolina. Just off the Blue Ridge Parkway near Linville Falls.
Valle Crucis is laid back mountain life. The Mast General Store is the village gathering place - the valley offers Blue Ridge mountain retreats, rental cabins, bed and breakfast , high country inns, horseback riding, hiking, fishing and camping, and several sites listed on the National Register of Historic Places.
Foscoe on the Watauga lies in the shadows of Grandfather in the North Carolina Mountains, and on the banks of the Watauga River. The Greater Foscoe Mining Co. and Grandfather Mountain Trout Farm are just some of the attractions. Fly fishing guides, lessons and trips - antique shops, country furniture, Appalachian gifts and crafts , and several art galleries are also located in Foscoe.
Enjoy all of this from the center of it all - Banner Elk in the North Carolina mountains - the cultural and recreational hub of the Blue Ridge Mountains of North Carolina. We hope to see you soon in our favorite corner of the world, Banner Elk North Carolina!
Appalachian News FeedsAppalachian State University News
Appalachian State University Headlines
Appalachian?s College of Health Sciences named for Hickory-area businessman
by ASU News
27 Mar 2015 at 1:09pm
BOONE?The College of Health Sciences at Appalachian State University has been named for an Appalachian alumnus and pioneer in the health care industry ? Donald C. Beaver of Conover. While he may be best known as owner of several minor league baseball teams in the South, Beaver first made his mark as the developer and […]
Burris honored by UNC Board of Governors for teaching excellence
by ASU News
26 Mar 2015 at 4:15pm
BOONE?Teaching is one of Jennifer Burris? passions, and that passion has been recognized by the UNC Board of Governors. Burris, an associate professor of physics at Appalachian State University and director of the engineering physics graduate program, is one of 17 professors from across the UNC system who will receive a UNC Board of Governors […]
Comedian Ron White to perform April 16
by ASU News
26 Mar 2015 at 4:03pm
BOONE?Comedian Ron White will perform at Appalachian State University Thursday, April 16, at 7 p.m. in Holmes Convocation Center. Tickets are $15 for students and $30 for the public, both in advance and at the door. To order, visit http://theholmescenter.com or call 828-262-7890. White first rose to fame as the cigar-smoking, scotch-drinking funnyman from the […]
Students and geology professor research ancient marine animal
by ASU News
25 Mar 2015 at 2:20pm
BOONE?Lyndsie White is a senior industrial design major at Appalachian State University. Bonnie Nguyen is a recent graduate of the university?s exercise science program. Dr. Johnny Waters, center, from Appalachian State University?s Department of Geology, is working with former student Bonnie Nguyen, left, and senior Lyndsie White to better understand blastoids. Through the use of […]
Program on the Negro Leagues baseball era part of diversity celebration at Ap...
by ASU News
25 Mar 2015 at 11:31am
By Susan King, Office of Equity, Diversity and Compliance BOONE?Derrick C. Jones, a 1979 graduate of Appalachian State University, will return April 12-18 for a residency featuring lectures and presentations on the Negro Leagues baseball era for audiences on campus, at public schools and in the community. Photo of Max Manning who played for the […]


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- Rehearses late April and early May; shoots May 8–June 8 in Tuscaloosa and Birmingham, AL.
- Seeking submissions from: Birmingham, AL
Casting for feature film "Service to Man." Synopsis: In the turbulent spring of 1968, an ambitious white student from Brooklyn finds himself an outcast at Nashville's legendary Meharry Medical School, where he and his black peers attempt to do something no one around them seems capable of: find common ground. ...Mar 16
- Rehearses in June; shoots in July in L.A.
- Seeking submissions from: Los Angeles, CA
Casting "Today," a short film for NYFA about ethnic/racial profiling. Synopsis: Two parallel stories--one about a young Sikh boy with his father from India on their way to the boy's college registration, and one about an American family and the struggles between the husband and wife on how to raise ...Mar 16
NYU Film and Television Casting Workshop Demo
- Sessions take place Apr. 14 & 16 (3-4:30) in NYC.
- Seeking submissions from: New York, NY
Seeking actors for an NYU casting workshop. Concept: Actors will demonstrate how a casting session is conducted by "auditioning" in front of the class. The demonstration will be conducted just as a casting session would be run. Teacher states: "The students frequently cast actors from the demonstration in their projects. ...Mar 16
- Shoots July 2015 in Philadelphia, PA.
- Seeking submissions from: Philadelphia, PA
Casting "Little Red Truck," a short film. Synopsis: A young boy struggles to make things right after stealing from his mother.Mar 16
Untitled Just Friends Reality TV Series
- Shoots Spring/Summer 2015 nationwide.
- Seeking submissions nationwide/worldwide
Seeking friends who want to take their relationship to the next level for a docu-reality TV series. Company states: "Award winning production company is seeking people who are 'just friends" (or "friends with benefits") who might want to take their relationship to the next level. We're offering a once in ...Mar 16
- Rehearsal and production dates & locations are TBA.
- Seeking submissions from: New York, NY; Brooklyn, NY
Casting a student film. "Pants on Fire" is a comic short film about Roger, a young man who hates his job and his boss. He impulsively decides to quit one day and get revenge on his boss, only to come home and find out that his girlfriend is pregnant. Now, ...Mar 16
Ruddy Productions, Lighting Designer
- Tech rehearsal dates TBD; performances the weekends of June 12 & 19 in NYC.
- Seeking submissions from: New York, NY
Seeking a lighting designer for Ruddy Productions, an NYC-based theater company. Coordinator states: "Our festival last year was a sold-out run. As a new company, we have been experiencing great success and are continuously collaborating with new artists."Mar 16
- Production Shoot Date: Apr. 3-4 at Montclair State University Calcia Hall, 1 Normal Ave., Montclair NJ 07043.
- Seeking submissions from: NJ; NY
Casting "Two Way Mirror," a student short film. This is for the actual production date on April 3rd and 4th. Synopsis: James, a new employee of the C.R.E.S. (Convert. Reconnaissance. Experimental. Security.), takes on his first job of interrogating a murder suspect that has more to them then meets the ...Mar 16
'Joseph & the Amazing Technicolor Dreamcoat,' Nat'l Tour, Dancers
- Rehearsals begin on or about Aug. 17,; contract runs Sept. 16, 2015-May 8, 2016 with a possible extension. Note: Layoff for 4-6 weeks in November/December 2015.
- Auditions: Mar 31, Apr 1 in New York, NY and Mar 31, Apr 1 in New York, NY
Casting the nonunion national tour of "Joseph and the Amazing Technicolor Dreamcoat" with music by Andrew Lloyd Webber and book & lyrics by Tim Rice.Mar 16


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DoD's latest efficiency push revolves around service contracting
A group of functional domain experts are reaching out to the military services and agencies to look at service contracting spending across 12 areas. The Defense Department's goal is to use strategic sourcing to improve how it buys in these categories. The Army created a governance board to bring together all stakeholders during specific points of the acquisition process to find opportunities to collaborate.
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Gen. Ray Odierno, Army Chief of Staff
The Defense Department's overall budget will shrink by a combined $900 billion by fiscal year 2021, according to Army Chief of Staff Gen. Ray Odierno. He tells the Senate Armed Services Committee how the Army will absorb more than $260 billion in cuts during that span. On Pentagon Solutions, Odierno says the Pentagon is creating a Total Army Solution for the looming budget cuts.
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Christopher Pernin, RAND Arroyo Center
The rapid acquisition policy the Army uses in Afghanistan could be moving too quickly. The department can customize how it uses the Defense Acquisition System to make sure war fighters get what they need. But the Army's information technology systems might need a slower approach. Christopher Pernin, director of the Force Development and Technology Program at the RAND Arroyo Center and a senior physical scientist and professor at the Pardee RAND Graduate School, tells In Depth with Francis Rose they believe the Army can use acquisition policies it already has to improve its IT systems.
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Gunman kills 3, wounds 16 at Fort Hood Army base
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Gen. John Campbell, Vice Chief of Staff, Army
A tight budget is forcing the Army to cut its ranks by at least 70,000 people over the next five years. The Army also has to let go of some weapons programs to keep its spending levels down. Those plans could come at the cost of military readiness.
Tags: John Campbell , DoD , In Depth
Army spends $500 million per year on vacant facilities
The Army is the first service to begin an analysis of its excess real estate after a Congressional prohibition against even studying the subject expired. Early results show up to a quarter of its stateside infrastructure isn't being used right now, and the Army will need even less as it shrinks in size.
Tags: DoD , Congress , BRAC , John McHugh , John Campbell , Jared Serbu , workforce
On DoD: Reshaping the Army Corps of Engineers
Lt. Gen Thomas Bostick, the Army Corps of Engineers' commanding general, talks about changes coming to the Corps as a result of the military and budget draw downs.
Tags: On DoD , Thomas Bostick , Jared Serbu , DoD , Army Corps of Engineers
Col. Robert Mortlock, Soldier Protection and Individual Equipment
The Army has a wardrobe problem. For years, the service has tried to improve its camouflage uniforms. But the process has been plagued by financial, technical and political problems. While that project stalls, the Army's PEO Soldier Unit is developing armor, helmets and other equipment for warfighters. Col. Robert Mortlock, program manager for the Army's Soldier Protection and Individual Equipment office, spoke with the Federal Drive's Tom Temin and Emily Kopp about the latest efforts on the Army's wardrobe front.
Tags: Soldier Protection and Individual Equipment , Robert Mortlock , uniforms , DoD , Federal Drive
David Patterson, N12 Technologies
The Army gears up for its first large-scale financial audit.
Tags: InDepth , financial audit , audit , defense department , finance
The Army general at the center of a sexual misconduct case that put the military justice system itself on trial was spared prison Thursday and sentenced to a reprimand and a $20,000 fine -- a punishment legal experts, a women's group and members of Congress decried as shockingly light.
Tags: Brig Gen Jeffrey Sinclair , sexual assault , adultery , 82nd Airborne Division , Jackie Speier , James Pohl , Jamie Barnett , Lt Col Gary Solis , Maj Gen Walt Huffman , Army disciplinary board


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Schmalenbach Business Review ◆ Vol. 56 ◆ April 2004 ◆ pp. 119 – 138 Reinhard Grohs/Udo Wagner/Sabine Vsetecka* ASSESSING THE EFFECTIVENESS OF SPORT SPONSORSHIPS – AN EMPIRICAL EXAMINATION ABSTRACT Recent surveys find that while managers favored issues of media coverage not more than ten years ago, now they rate sponsor awareness and image transfer from the sponsored event to the sponsor as the main reasons for engaging in sport C. However, the evalua- tion of C has not kept up with this change in priorities. Companies seem to be reluctant to evaluate sponsor awareness even though measurement is straightforward and not very costly. An important reason might be that previous studies showed unsatisfying effects of "ambush marketing". In this form of marketing, other firms make consumers believe, incor- rectly, that these companies are the actual sponsors of an event. In the case of image transfer, evaluation seems to be difficult due to a lack of a compelling comprehensive and testable model. We examine these obstacles of assessing sponsor awareness and image transfer in sport sponsorships in two ways. As a means of reducing the danger of ambush marketing, we analyze what drives correct sponsor identification. Our empirical results indicate that event-sponsor fit, event involvement, and exposure are the dominant factors predicting sponsor recall. These factors offer sponsors a basis for successful sponsorship planning and execution through the selection of an appropriate sponsorship. Second, we propose and empirically test a model that assesses image transfer in sport sponsorships. We find support for a basic level of image transfer for all sponsors. However, more detailed research and interpretation of results suggest that the magnitude of image transfer depends on two factors, sponsorship leverage and event-sponsor fit. JEL-Classification: M31. Keywords: Ambush Marketing; Image Transfer; Sponsor Awareness; Sponsorships; Sponsorship Effectiveness. 1 INTRODUCTION Until the beginning of the 1990s, managers rated media coverage as the main objective of companies involved in sport sponsoring 1. Since then, mere exposure has lost lots of its appeal, primarily because the effect of media coverage on con- sumers' attitudes or behaviors towards a certain brand is very weak, if measurable at all. Sponsorship goals have moved towards matters more directly associated * Mag. Reinhard Grohs, o.Univ.-Prof. Dr. Udo Wagner, Mag. Sabine Vsetecka, Marketing Department, University of Vienna, Brünner Strasse 72, A-1210 Wien, Austria. 1 See Abratt et al. (1987); Meerabeau et al. (1991); Scott/Suchard (1992). sbr 56 (2/2004) 119 R. Grohs/U. Wagner/S. Vsetecka with consumer behavior. Recent surveys in Great Britain 2, Canada 3, and Germany 4 show that now boosting brand awareness and company image are the dominant reasons for firms to get involved in sponsorships. Even though sponsorship goals have changed, the ways of evaluating sponsorship success remain the same. When we ask managers how they assess the success of their sponsorships, measuring media coverage and exposure is still the most important tool. Studies by Hermanns 5 and Thwaites et al.6 suggest that managers use this method for approximately 70 percent of sponsorships. Use of other evalu- ation tools to measure brand awareness due to a sponsorship is far less common, at a rate of between 20 and 30 percent. Comprehensive image studies are particu- larly rare except for large sport sponsorships with high sponsorship fees, such as the soccer World Cup 7 or the Olympic Games 8. A study by Thjomoe et al.9 asked Norwegian firms directly whether they used appropriate research methods to determine if they achieved their sponsorship goals. The authors found that of 76 firms that agreed with "we sponsor to increase awareness", only 15,4 percent agreed with the statement "we study brand percep- tions before and after sponsorship". Of the 69 companies that agreed on "we sponsor to improve our image", only 15,6 percent studied brand perceptions before and after the sponsorship. These findings raise a straightforward question: Why does only a small minority of firms choose adequate measures to determine whether they achieved their spon- sorship goals? In the case of awareness goals, the reasons are far from obvious, since the measurement of sponsor awareness is easy, for example, by using both unaided and aided recall as well as recognition10. One reason might be that field studies have produced unsatisfactory results for many sponsors in recent years. Sandler/Shani 11 asked viewers of the 1988 Winter Olympic Games who they thought were official sponsors, and found that viewers recalled the official sponsors more often than nonsponsors in only four of seven product categories. Eleven of the 20 brands most often identified as worldwide sponsors of the 1998 Winter Olympics were not in fact sponsors 12. The phenome- non of consumers incorrectly believing that a certain company is an actual spon- sor of an event is called "ambush marketing" 13. This form of marketing might deter sponsors from using recall to measure their sponsorship success. However, if willingness to assess sponsor recall is low because results are unsatisfying, spon- 2 See Thwaites (1995). 3 See Thwaites et al. (1998). 4 See Hermanns (2000). 5 See Hermanns (2000). 6 See Thwaites et al. (1998). 7 See Otker/Hayes (1987). 8 See Stipp/Schiavone (1996). 9 See Thjomoe et al. (2002). 10 See Keller (1993). 11 See Sandler/Shani (1989). 12 See The Wall Street Journal (1998). 13 See Sandler/Shani (1989). 120 sbr 56 (2/2004) Sport Sponsorships sors should be primarily concerned with determining factors that increase correct recall of an official sponsor. If such guidelines can be established and successfully integrated into event sponsorships, then firms might become less reluctant to mea- sure their success by means of awareness studies. In this paper we identify drivers of correct and enhanced sponsorship recall (such as event-sponsor fit and event involvement) and test them empirically for various industries at a sponsored sport event. Achievement of image related sponsorship goals is more difficult to evaluate. The main task is how to ensure that the image change is accounted for by the spon- sorship, and that it is not due to external factors such as carryover-effects from other promotional instruments, interdependencies, or new competitors 14. Previous research suggests a number of approaches 15, but none of these studies was able to fully comprehend the effects that sponsorship has on the sponsor's image. We assess the merits and shortcomings of these approaches. We contribute to the ongoing discussion by proposing a model that explains post-event sponsor image as a function of pre-event sponsor image, sponsor awareness, and event image. To assess the effectiveness of image transfer in sport sponsorships we test our model for various branches at a sponsored sport event. Finally, we identify condi- tions (such as industry type of the sponsor or event-sponsor fit) under which an image transfer is most likely to take place. 2 THEORY AND HYPOTHESIS DEVELOPMENT 2.1 SPONSOR AWARENESS Brand awareness is a basic concept behind most brand-related goals that aim at marketing goods and services, such as positioning or brand image. If awareness is the main sponsorship goal for a company, the key question at the end of the day is how well does the recipient (in this study, the event visitor) remember the sponsoring firm? Most empirical studies have used tracking measures to evaluate the awareness engendered by sponsorships 16. These methods are widely used and numerous examples can be found 17. However, quite a few authors have discovered that con- sumers get confused about official sponsors, because nonsponsors often try to build up an association with a particular event, too 18. In recent years it has become more and more of a challenge to design and communicate sponsorships in a way that ensures that visitors classify sponsors and nonsponsors correctly, and that nonsponsors' ambush marketing is prevented. To accomplish this goal, spon- sors must understand the factors that determine sponsor recall. In this paper we theoretically analyze these factors and develop hypotheses that we test empiri- 14 See Deimel (1992); Meenaghan (1991). 15 See, e.g., Crimmins/Horn (1996); Quester/Thompson (2001); Stipp/Schiavone (1996). 16 See Cornwell/Maignan (1998). 17 See, e.g., Crimmins/Horn (1996); Lardinoit/Derbaix (2001). 18 See, e.g., Crimmins/Horn (1996); Sandler/Shani (1989). sbr 56 (2/2004) 121 R. Grohs/U. Wagner/S. Vsetecka cally. Building on the insights gained, creation and execution of successful spon- sorships with enhanced sponsor awareness can become better understood and easier to achieve. Brand Prominence Because sponsorship messages cannot pass on specific information about a prod- uct or service, audiences need to have a basic knowledge about the sponsor and its product category. The consumer can then connect the information conveyed by the sponsorship to established knowledge and value structures, thus enhancing sponsor recall 19. According to Glogger 20, sponsor identification is also more accu- rate if previously seen logos and signs are used. Consequently, sponsor identifica- tion may involve a brand prominence bias. Johar/Pham 21 show empirically that consumers use the heuristics of market prominence to infer the sponsor of an event. We note that such heuristics might also boost prominent ambush marketers who seek improper identification. Hence, preceding evidence suggests that: – H.1.1: Brand prominence is positively associated with sponsor awareness. Event-Sponsor Fit Scientific literature has used numerous words to describe the fit between a spon- sor and a sponsored activity, such as synergy 22, similarity 23 or link 24. Generally, most authors distinguish between a functional fit and an image related fit 25. Func- tional fit describes the thematic relatedness between a sponsor and an event 26. Image related fit encompasses the attributes associated with a sponsor and a spon- sored event 27. Because audiences misidentified nonsponsors as sponsors at vari- ous activities, researchers became interested in how consumers distinguished between official sponsors and ambush marketers 28. Results indicate that con- sumers might invoke heuristics to recall sponsors. All else equal, companies and brands that seem to be related to an event are more likely to be identified as actual sponsors 29. Consumers use event-sponsor fit as a source of information when inferring the identity of event sponsors, particularly if a sponsor is recalled some time after the event. Therefore, we propose that: – H.1.2: Perceived event-sponsor fit is positively associated with sponsor aware- ness. 19 See Deimel (1992). 20 See Glogger (1999). 21 See Johar/Pham (1999). 22 See McDonald (1991). 23 See Gwinner (1997). 24 See Otker/Hayes (1987). 25 See, e.g., Gwinner (1997). 26 For example, if Adidas, a manufacturer of sport shoes, sponsors the soccer World Cup, functional similarity is high. 27 For example, if Red Bull, a manufacturer of soft drinks that promotes its product as "stimulating users for exaggerated action", sponsors extreme sport competitions like base jumping events, image related fit is high. 28 See Johar/Pham (1999); Quester/Farrelly (1998). 29 See Pham/Johar (2001). 122 sbr 56 (2/2004) Sport Sponsorships Event Involvement Meenaghan 30 examines the concept of fan involvement and its implications for sponsorships. Focus group interviews show that increased event or fan involve- ment in a particular sponsored activity evokes a positive emotional orientation towards the sponsor. Highly involved fans are the most aware of the sponsor's investments. Indeed, research at the soccer World Cup 1998 in France showed that although 55 percent of respondents could spontaneously recall any sponsor, this result rose to 80 percent for fans who identified themselves as being "very inter- ested" in the soccer World Cup. High involvement further reduced the number of incorrect sponsor attributions from 67 to 56 percent 31. Harvey 32 develops a similar hypothesis but fails to test it empirically. Hansen/ Scotwin 33 present further evidence that more involved sports fans have signifi- cantly higher recall than do those not involved for one sponsor, but fail to find this relation for a second sponsor. Based on these findings we hypothesize that: – H.1.3: Event involvement is positively associated with sponsor awareness. Exposure The standard finding in cognitive learning is that message learning grows with additional exposures, although at a diminishing rate. Furthermore, the effective- ness of repetition is higher if the recipient's involvement in the message content is low. For sports sponsorships, interest in the sponsor is low but involvement in the sponsored activity is high. Indeed, many studies find a positive impact for the duration of a sponsorship on the awareness of the sponsor of the event 34. There- fore, we posit that: – H.1.4: Exposure to the sponsored event is positively associated with sponsor awareness. The left half of Figure 1 displays a graphical representation of the comprehensive conceptual model. It relates the four factors brand prominence, event-sponsor fit, event involvement, and exposure to sponsor awareness. 2.2 IMAGE TRANSFER Image transfer in sports sponsorships is defined as the transfer of associations attributed to the sponsored activity to the sponsoring brand 35. The aim is to evoke positive feelings and attitudes towards the sponsor by closely linking the sponsor 30 See Meenaghan (2001). 31 See Meenaghan (2001). 32 See Harvey (2001). 33 See Hansen/Scotwin (1995). 34 See Cornwell/Roy/Steinard (2001); Crimmins/Horn (1996); d'Astous/Bitz (1995). 35 See Gwinner (1997). sbr 56 (2/2004) 123 R. Grohs/U. Wagner/S. Vsetecka to an event the recipient values highly. In other words, the image of the event should "rub off" on the sponsors. Although research on brand (and also event) image is abundant, there is consider- ably less agreement on its appropriate definition 36. For our purpose, we define brand (event) image in accordance with Keller as "… perceptions about a brand (an event) as reflected by the brand (event) associations held in consumer mem- ory. Brand (event) associations are informational nodes linked to the brand (event) node in memory and contain the meaning of the brand (event) for consumers"37. Associations linked to sports events may be health, youth, vitality, fairness, free- dom or engagement 38. However, different kinds of sports sponsorships might be related to very different image dimensions. Although competitive sports are typi- cally connected with success and strain, many team sports stand for ideas of group spirit and reliance. Sponsors-to-be must embark on sports sponsorships that convey the image a sponsor wants to communicate. Evaluating the image transfer is vital for assessing the effectiveness of a sponsor- ship. Yet so far, only a small number of studies empirically assess the image trans- fer from a sponsored event to a sponsoring company 39. Except for one 40, all of these studies are concerned with sports sponsorships. Overall, we can identify two concepts for assessing image transfer. • The first procedure measures the image of the sponsor (the image dimensions the sponsor considers to be relevant) before and after the sponsored event. The change in image is then attributed to the sponsorship. Several researchers use this method 41. Results show partial support for successful image transfers in sports sponsoring. Crimmins/Horn 42, Otker/Hayes 43 as well as Rajaretnam 44 find a weak but consistently significant image change. Javalgi et al.45 conclude the change in sponsor image depends on the industry. Hansen/Scotwin 46 find no statistically significant support for the hypothesis that sponsorships cause an image change for the sponsoring brand. Explaining their results, Hansen/ Scotwin 47 cite the fact that attitudes are stable and that their experimental design was not developed for measuring attitude changes. 36 See Keller (1993). 37 Keller (1993), p. 3, ((event) added). 38 See, e.g., Drees (1992). 39 See Crimmins/Horn (1996); Gwinner/Eaton (1999); Hansen/Scotwin (1995); Javalgi et al. (1994); Otker/Hayes (1987); Quester/Thompson (2001); Rajaretnam (1994); Stipp/Schiavone (1996). 40 See Quester/Thompson (2001). 41 See Crimmins/Horn (1996); Hansen/Scotwin (1995); Javalgi et al. (1994); Otker/Hayes (1987); Quester/Thompson (2001); Rajaretnam (1994). 42 See Crimmins/Horn (1996). 43 See Otker/Hayes (1987). 44 See Rajaretnam (1994). 45 See Javalgi et al. (1994). 46 See Hansen/Scotwin (1995). 47 See Hansen/Scotwin (1995). 124 sbr 56 (2/2004) Sport Sponsorships A notable problem associated with pre- and post-event measurement of spon- sor image is that the "before" measure of sponsor image might sensitize respon- dents and distort their reaction to the experimental treatment (testing effect 48). Furthermore, most of the studies do not use adequate control groups to ensure that the image change is indeed accounted for by the sponsorship 49. • The other method for assessing image transfer does not look at actual changes in sponsor image. Instead, it examines the incremental effect event image has on sponsor image after the event. Image transfer should be more pronounced if the association between event image and sponsor image is high 50. Stipp/Schi- avone 51 use this concept in a slightly adjusted version and find that in general, attitudes towards Olympic sponsors had a highly significant positive impact on the images of specific actual sponsors. Apart from Gwinner/Eaton 52 and Stipp/Schiavone 53 we do not find any other study that assesses the relation between event and sponsor image empirically, even though this procedure is suggested in some conceptual work 54. One rea- son and maybe the biggest shortcoming might be the incompleteness of this method. The model only proposes event image to affect post-event sponsor image. The model ignores the more obvious predictors such as attitudes towards the sponsor before the event. In our study we develop a model for assessing image transfer that captures the ideas of both concepts explained in the previous paragraphs. We assume that according to attitude theory, the image of a sponsor is stable over time 55. This assumption leads to the conclusion that pre-event sponsor image should have a significant impact on post-event sponsor image. Furthermore, research on classical conditioning finds a positive effect of awareness on attitudes, referred to as the mere exposure effect 56. For sponsorships, this effect suggests that sponsors whose messages create higher recall will have a more positive post-event sponsor image. The concept of image transfer states that sponsor image after the event is also determined by event image 57. In other words, event image should have a signifi- cant incremental contribution in shaping attitudes towards the sponsor after the event. Hence, post-event sponsor image is a function of pre-event sponsor image, sponsor awareness, and event image. The right half of Figure 1 shows a graphical representation of these relations. Formally, we propose: 48 See, e.g., Churchill/Iacobucci (2002), pp. 144 f. 49 For an appropriate study design, see Quester/Thompson (2001). 50 See Gwinner/Eaton (1999). 51 See Stipp/Schiavone (1996). 52 See Gwinner/Eaton (1999). 53 See Stipp/Schiavone (1996). 54 See, e.g., Gwinner (1997). 55 See Kroeber-Riel/Weinberg (2003), p. 179. 56 See Zajonc (1968). 57 See Gwinner (1997). sbr 56 (2/2004) 125 R. Grohs/U. Wagner/S. Vsetecka – H.2.1: Pre-event sponsor image has a positive impact on post-event sponsor image. – H.2.2: Sponsor awareness has a positive impact on post-event sponsor image. – H.2.3: Event image has a positive impact on post-event sponsor image. 3 METHODOLOGY 3.1 DATA COLLECTION We collect data from before and after the Alpine Ski World Championships 2001 in St. Anton, Austria, from January 28th to February 10th. In the beginning of January, we asked 200 previously selected individuals from all over Austria to evaluate the images of six brands from different industries: BMW (automobile), Milka (choco- late), Telekom Austria (telecommunication), Tag Heuer (watch), Memphis (ciga- rette and travel agency) and Carlsberg (beer). At the time, the respondents were not aware that these firms were main sponsors of the World Championships. In March, the same persons rated the six brands again, now aware of the sponsor- ships. These people also answered several other questions related to our study. After eliminating respondents who failed to fill out the second questionnaire, the final sample consisted of 132 pairs of pre- and post-event responses. 3.2 MEASUREMENT ISSUES For the first questionnaire, we developed scales for measuring brand image of the six sponsors. The second questionnaire measured brand image in the same way again, and also the event image of the Alpine Ski World Championships. We also measured sponsor recall and drivers determining recall, namely brand promi- nence, event-sponsor fit, event involvement and exposure 58. We assessed the leverage of sponsorships independently by collecting data on other communica- tion activities for these six sponsors that supported their engagement in the World Championships. Sponsor Awareness We used a common measure of sponsor awareness, unaided recall, as well as aided recall, with the industry type of the sponsors as a cue (see Appendix A). This operationalization is suggested in literature 59 and has been used successfully in sponsorship research 60. 58 The questions and corresponding response categories for all variables used in the study can be found in Appendix A. 59 See Keller (1993). 60 See, e.g., Lardinoit/Derbaix (2001). 126 sbr 56 (2/2004) Sport Sponsorships Brand Prominence We assessed brand prominence by asking respondents before the sponsorship whether or not they were familiar with a particular brand (see Appendix A). Mea- surement of this variable restricts sample size for further analysis in two respects. To determine the impact of brand prominence on sponsor recall, it is necessary that enough respondents are not familiar with the sponsor before the event. Oth- erwise, there is no way of assessing the effect of high sponsor prominence com- pared with low sponsor prominence (there would be no low sponsor prominence under such circumstances). Conversely, to empirically test the relation between pre- and post-event sponsor images we need a considerable sponsor prominence before the event, because otherwise, respondents are not able to assess pre-event sponsor image. Empirical data showed that more than 90 percent of the respondents knew four of the six sponsors (BMW, Milka, Memphis, Telekom Austria) before the event, but the other two sponsors (Carlsberg, Tag Heuer) were familiar to only approxi- mately 60 percent of the respondents. Therefore, we could test H.1.1 only for Carlsberg and Tag Heuer. On the other hand, we performed the image transfer hypothesis testing with a slightly smaller number of respondents 61 for Carlsberg and Tag Heuer than for the other brands. However, this fact should not have a sig- nificant impact on the key results. Event-Sponsor Fit We measure event-sponsor fit by using a modified three-item, five-point rating scale proposed by Gwinner/Eaton 62 (see Appendix A). Exploratory factor analyses for all six sponsors ensured that the three items measure one construct, event- sponsor fit (one factor explained at least 70 percent of total variance for every sponsor). Cronbach alphas greater than 0.75 in all cases also support the reliability of the scale. Event Involvement To measure event involvement, respondents rated how interested they were in the Alpine Ski World Championships 2001 on a five-point scale (see Appendix A). This operationalization follows prior research by Hansen/Scotwin 63 and Meenaghan 64. Exposure We asked respondents how often they watched television broadcasts from the Alpine Ski World Championships 2001. We measured exposure in five categories, ranging from "daily" to "not at all" (see Appendix A). 61 We exclude those respondents who did not know these two brands beforehand. 62 See Gwinner/Eaton (1999). 63 See Hansen/Scotwin (1995). 64 See Meenaghan (2001). sbr 56 (2/2004) 127 R. Grohs/U. Wagner/S. Vsetecka Sponsor and Event Images To measure sponsor and event images, we developed items based on prior research on sports image 65 and a brainstorming session with a group of masters candidate students. Two judges eliminated those items that did not have a mean- ingful relation either with the World Championships or with any of the six spon- sors. The respondents rated the remaining 12 items sport, dynamic, health, suc- cess, Austria, tradition, youth, precision, risk, sociableness, enthusiasm and winter on five-point scales that reflected the perceived association with the sponsors and the event (see Appendix A). We measured both event and sponsor images before and after the event as the aggregate of these 12 image dimensions. 4 DATA ANALYSIS AND RESULTS For our data analysis, we first present an overview of general sponsor awareness. We then empirically assess the effects of the identified drivers on sponsor recall. Second, we design a model that decomposes post-event sponsor image into four components: pre-event sponsor image, sponsor awareness, and a composite factor that accounts for both event image and for sponsor-specific effects in image trans- fer (such as sponsorship leverage and originating industry). 4.1 SPONSOR AWARENESS We find the highest sponsor recall (aided on the top of unaided recall) for Milka, with 86 percent of the 132 respondents, followed by Telekom Austria (69 percent), BMW (53 percent), Tag Heuer (36 percent), Memphis (30 percent), and Carlsberg (24 percent). In a relative sense Carlsberg performs especially well in terms of unaided recall and Tag Heuer and Memphis score particularly high on the aided recall measure. Table 1 presents the awareness results for all six sponsors. Evidence of ambush marketing is noticeable for Carlsberg and Tag Heuer, but does not seem alarm- ingly high. With the cue "beer" 15 percent of the respondents incorrectly attrib- Table 1: Sponsor awareness Sponsor Unaided Recall Aided Recall * Total Recall Milka 62% 24% 86% Telekom Austria 44% 25% 69% BMW 31% 22% 53% Tag Heuer 13% 23% 36% Memphis 5% 25% 30% Carlsberg 16% 8% 24% * A cue was provided only if the respondent failed to remember the sponsor beforehand. 65 See Drees (1992); Dreyer (1986). 128 sbr 56 (2/2004) Sport Sponsorships uted the sponsorship to companies other than Carlsberg, for "watches" the corre- sponding number is 10 percent. For all other sponsors, misidentification is lower than 3 percent. Brand Prominence and Sponsor Awareness According to Hypothesis H.1.1, people who know the sponsor beforehand should have a higher sponsor awareness after the event. We could test this hypothesis empirically only for Carlsberg and Tag Heuer, since more than 90 percent of respondents were familiar with all other sponsors before the sponsorship (c.f. section 3.2). For Carlsberg and Tag Heuer we used χ2-tests to establish effects of brand prominence (sponsor unknown/known) on recall (no recall/aided recall/unaided recall). We found no significant effects for Carlsberg (p = 0,34), but we did find evidence in favor of Hypothesis H.1.1 in case of Tag Heuer (p < 0,01). Event-Sponsor Fit and Sponsor Awareness Hypothesis H.1.2 proposes that people who perceive a closer fit between event and sponsor will remember the sponsor better. To test this hypothesis, we first carried out a median split of the sample for each sponsor with one half consisting of respondents who perceived a high fit, the other one consisting of respondents perceiving a low fit. We then tested our hypothesis using χ2-tests (low/high fit; no recall/aided recall/unaided recall). We found a highly significant (p < 0,01) positive relation between perceived fit and sponsor recall for all six sponsors. Our results support Hypothesis H.1.2. Event Involvement and Sponsor Awareness Hypothesis H.1.3 states that people who are highly involved in the Alpine Ski World Championships will be more likely to remember the sponsors of the event than will those people whose involvement is low. We tested this hypothesis by regressing event involvement on sponsor recall (no recall/aided recall/unaided recall). Results of a multinominal logistic regression model support our assumption for all sponsors. Parameter estimates suggest that event involvement has a significant effect on dis- tinguishing between no recall and unaided recall (p < 0,05 for Memphis, p < 0,01 for all other sponsors). However, we found no evidence that event involvement significantly affects no recall compared to aided recall unless for Tag Heuer (p < 0,01). The odds 66 that a viewer will remember a sponsor unaided increase by between 65 percent (for BMW) and 40 percent (for Telekom Austria) when event involvement rises by one level. Overall, we find partial support for Hypothesis H.1.3. 66 For interpretation of the so called "odds ratio" see, e.g., Backhaus et al. (2003), pp. 434 f. sbr 56 (2/2004) 129 R. Grohs/U. Wagner/S. Vsetecka Exposure and Sponsor Awareness In Hypothesis H.1.4 we propose that people who watch the sponsored event more often will better recall the sponsors. To test Hypothesis H.1.4 we proceed as above. Using a multinominal logistic regression, we determine the effects of amount of exposure on sponsor recall (no recall/aided recall/unaided recall). Our results confirm that exposure significantly (p < 0,01) and positively affects sponsor recall for all six sponsors. Interpreting parameter estimates, we find that exposure is highly significant (BMW, Milka, Carlsberg, Telekom Austria, Tag Heuer, p < 0,01) or at least weakly signifi- cant (Memphis, p < 0,1) in distinguishing between no recall and unaided recall. Chances of remembering a sponsor unaided decrease by between 43 percent (for Memphis) to 60 percent (for BMW) if exposure is reduced by one level. Exposure also is a significant predictor of membership at group no recall compared to group aided recall (p < 0,01 for Carlsberg, Memphis and Tag Heuer, p < 0,05 for BMW, Milka and Telekom Austria). The odds of aided sponsor recall decrease by between 30 percent (for Telekom Austria) to 58 percent (for Carlsberg) if exposure is reduced. Therefore, we conclude Hypothesis H.1.4 is supported empirically. 4.2 IMAGE TRANSFER Regression Model As explained in Section 2.2, we expect first that the image of the sponsor after the event (SIAFTER) is influenced by its image before the event (SIBEFORE), since attitudes towards brands tend to be stable over time (c.f., H.2.1). The magnitude of this effect is represented by parameter β 1 in model (1). Second, in line with the mere exposure effect we propose that unaided and aided sponsor recall (SRUNAIDED, SRAIDED) also affect post-event sponsor image positively (c.f., H.2.2; parameters β 2 and β 3 in model (1)). We also assume that if an image transfer from the Alpine Ski World Championships to the sponsoring brand took place (c.f., H.2.3), we will find a significant positive impact of event image (EI). This effect is further sepa- rated into a baseline component (β 4 in model (1)) common to all sponsors, and also into components (γ 1,…,γ 5 in model (1)) that reflect individual differences which might be due to sponsorship leverage and/or other circumstances such as industry type. Because of modeling issues (i.e. multicollinearity) we introduce dummy variables (SD1,…, SD5) for all but one sponsor. Thus, strictly speaking, β 4 represents the magnitude of image transfer of Carlsberg, γ i the incremental gain characterizing respective sponsors. The right half of Figure 1 displays a compre- hensive representation of our model. In more formal terms, we pool the data over all sponsors and assume a common intercept β 0 and fixed effects of pre-event sponsor image (β 1) and sponsor aware- ness (β 2, β 3), but shifting slope coefficients of event image. Hence, we end up with the following model: 130 sbr 56 (2/2004) Sport Sponsorships Figure 1: Graphical representation of the sponsorship model %UDQG 3URPLQHQFH 3UH(YHQW 6SRQVRU ,PDJH E (YHQW6SRQVRU )LW E E 3RVW(YHQW 6SRQVRU ,PDJH 6SRQVRU Awareness (YHQW ,QYROYHPHQW E (YHQW ,PDJH JJ ([SRVXUH 0RGHUDWLQJ 6SRQVRUVSHFLILF (IIHFWV 'ULYHUV RI 6SRQVRU Awareness ,PDJH 7UDQVIHU ± 5HJUHVVLRQ 0RGHO 5 SI AFTER = β 0 + β1 ⋅ SI BEFORE + β 2 ⋅ SRUNAIDED + β 3 ⋅ SR AIDED + β 4 + ∑ γ i ⋅ SDi ⋅ EI + ε (1) i =1 Because of different numbers of observations per sponsor (c.f., Section 3.2) and pragmatic reasoning, we postulate identical independently distributed error terms ε and use OLS estimation. If we were to use a more rigorous procedure, such a procedure might specify a complex error structure and use GLS calibration. Finally, we propose a linear model, because we do not expect any dominating second-order effects. This assumption is confirmed when we apply other non-lin- ear curve estimation methods that do not improve estimation results. Results The model fits the data well (F = 62,93, p < 0,01, df: 604). The independent vari- ables explain a reasonable amount of variance in post-event sponsor image (R2 = 0,48). The most influential predictor of post-event sponsor image is, as expected, pre-event sponsor image (c.f., Table 2). Sponsor awareness also has a significant positive impact, and the effect is, as expected, stronger for unaided recall than for aided recall. Event image also has a significant positive effect. However, we do identify sponsor-specific influences. There seems to be one group of sponsors (i.e., Carlsberg, Memphis) that benefits least from their sponsoring efforts. On the other hand, BMW gains most from this promotional campaign with a combined effect of 0,38 of event image on its own image. The other brands form the inter- mediate group. Overall, we conclude that our results support Hypotheses H.2.1, H.2.2 and H.2.3. sbr 56 (2/2004) 131 R. Grohs/U. Wagner/S. Vsetecka Table 2: Estimated standardized regression coefficients (dependent variable: SIAFTER) Variables ˆ ˆ β 1′,…,β 4′ a Significance SIBEFORE 0,49 < 0,01 SRUNAIDED c 0,19 < 0,01 SRAIDED c 0,08 < 0,05 EI 0,18 < 0,01 γ 1′,…,γ 5′ b ˆ ˆ SDBMW * EI d 0,20 < 0,01 SDMilka * EI d 0,10 < 0,05 SDTelekom Austria * EI d 0,09 < 0,05 SDTag Heuer * EI d 0,12 < 0,01 SDMemphis * E d 0,08 < 0,10 a ˆ ˆ β1′,…,β4′ are the estimates of the standardized regression coefficients of model (1). b γ 1′,…,γ 5′ are the estimates of the standardized regression coefficients of model (1). ˆ ˆ c Coefficients for unaided and aided recall must be interpreted from the base level of "no recall". Sig- nificant positive β2, and β3, respectively, thus indicate there is a positive effect of unaided and aided recall on post-event sponsor image compared with zero effects in the case of no recall. d Coefficients for sponsor specific dummy variables must be interpreted with respect to the base level sponsor Carlsberg. A significant positive γi thus indicates that for the corresponding sponsor the impact of event image is significantly stronger than for Carlsberg. 5 DISCUSSION 5.1 CONCLUSIONS AND LIMITATIONS Sponsor Awareness Sponsor recall depends on several factors. Empirically, we identify positive effects of event-sponsor fit, event involvement, and exposure on sponsor recall. We do not find consistent support for the hypothesis that brand prominence increases sponsor awareness. Therefore, companies acting as sponsors can reduce the dan- ger of ambush marketing by deliberately incorporating these factors into sponsor- ship planning and execution. Selecting those sponsorships for which event-sponsor fit, event involvement, and exposure are high is likely to result in increased sponsor recall. Brand promi- nence, the one parameter over which the sponsor has no control, only partly affected sponsor recall. These observations support the conclusion that the choice of an appropriate sponsorship makes a significant difference in sponsor recall, and can be achieved by including the factors outlined in our study in the sponsorship decision making process. We also show that effects of event-sponsor fit, event involvement, and exposure on sponsor awareness can be observed independently from sponsor's industry type. However, further research is necessary to determine whether our sports 132 sbr 56 (2/2004) Sport Sponsorships sponsorship-specific findings can be extended to the sponsorship of arts, social activities, or the like. Image Transfer Our empirical study confirms that a general transfer of associations from the spon- sored event to the sponsor takes place for all sponsors, regardless of industry type. However, our results also show that sponsor specificities do matter. These differences between sponsors demand further attention and investigation, because they might be attributable to a sponsor's additional promotional activities or to the fit between event and sponsor. Researchers agree that the sponsorship itself, i.e., paying the sponsorship fee, is only a starting point. Parker 67 even states "… sponsorship without support is like buying advertising space then having nothing to show. You end up with a blank screen or an empty page." Recent studies document empirically the importance of communicating sponsorships. Crimmins/Horn 68 and Quester/Thompson 69 show that the degree to which a sponsorship is leveraged has a significant positive impact on sponsor image. Therefore, we collect data on supporting activities undertaken by the six sponsors of the Alpine Ski World Championships. We find the highest degree of leverage for Milka and BMW, both of whom communicated their sponsorship by using national advertisements on TV and on their website. We also find high leverage for Telekom Austria, which used both national television and print media adver- tisements. Furthermore, Milka and Telekom Austria carried out raffles on TV before and after the ski races. But Carlsberg (with the exception of some informa- tion about the World Championships on its homepage), Memphis, and Tag Heuer did not leverage their sponsorship, at least not in Austria. Relating these observa- tions to the magnitude of image transfer (i.e., γi′) shows that increased leverage ˆ leads to a greater image transfer. This assumption seems to be supported particu- larly in the case of Milka and BMW (large image transfer and high sponsorship leverage) as well as for Carlsberg and Memphis (small image transfer and hardly any activities supporting the sponsorship). Thus, our results indicate a positive relation between sponsorship leverage and the magnitude of image transfer. How- ever, interpretation of the data might be biased because of subjective judgments. Further research needs to clarify and explore these issues with greater rigor. Literature on classical conditioning states that conditioning is easier if there is a certain fit between the unconditioned and the conditioned stimulus 70. Because conditioning is also an important principle for sponsorships, with the sports event being the unconditioned stimulus and the sponsor the conditioned stimulus, we can assume that a better fit between sponsor and event leads to an increased image transfer. This hypothesis is supported by empirical results from other 67 See Parker (1990), cited according to Thwaites et al. (1998), p. 35. 68 See Crimmins/Horn (1996). 69 See Quester/Thompson (2001). 70 See Rosenstiel/Neumann (1991). sbr 56 (2/2004) 133 R. Grohs/U. Wagner/S. Vsetecka authors 71, all of whom find that sponsors with a strong link to an event gain more image out of the sponsorship than do other sponsors. In our case of the Alpine Ski World Championships, there also seems to be a rela- tion between the level of event-sponsor fit and the magnitude of image transfer. Respondents in our study ranked the sponsors according to their perceived fit with the event. Perceived fit is highest for Tag Heuer, followed by Milka, Telekom Austria, BMW, Memphis, and Carlsberg. Image transfer was particularly high for BMW, Milka, Tag Heuer, and Telekom Austria, and low for Memphis and Carls- berg. Even though there seems to be some evidence to support our assumption, the validity of our results is limited. A more stringent experimental design is needed to elicit the true effects and to support or oppose our preliminary results. 5.2 IMPLICATIONS AND FURTHER RESEARCH Implications from our research include both general guidelines and specific sug- gestions for managers who plan and execute sponsorships. Overall, it seems to be important and necessary for a viable sponsorship to define targets well in terms of brand awareness and/or image transfer. These goals are related to consumers' behavioral intention more directly than are the exposure goals that are often used in practice. We have also demonstrated that pursuing these objectives still allows to attribute the effects on sponsor awareness and image directly to the sponsorship, which is not all that easy in the case of behavioral success measures such as sales. How- ever, setting targets is not enough. Companies must also evaluate achievement by using appropriate techniques. Although assessing sponsor awareness is straightfor- ward, our paper offers a new method of assessing image transfer. Companies might use the general framework outlined here to put their sponsorship evaluation on a more systematic, solid basis. Another important task for managers is to make sure that they consider the factors affecting sponsorship success and that these factors are incorporated into the plan- ning process. We present evidence that sponsorships are worthwhile for increas- ing sponsor awareness and improving brand image, and are especially successful if sponsors and sports marketers jointly design the favorable circumstances dis- cussed in this paper. In line with our results we propose to executives in sponsoring firms that they: 1. conclude contracts only if a certain amount of exposure is guaranteed; 2. select sports where there is high fan involvement and commitment to the spon- sored activity; 3. forge a link between the event and the sponsor by communicating the spon- sorship in order to increase perceived event-sponsor fit; 71 See Cornwell/Pruitt/van Ness (2001); d'Astous/Bitz (1995); Gwinner/Eaton (1999). 134 sbr 56 (2/2004) Sport Sponsorships 4. make sure that leveraging the sponsorship is possible close to the event, for instance, by reserving advertising time for sponsors before and after broadcasts of the sponsored event. Corresponding guidelines apply for sports marketers. In the process of sponsor acquisition, sports marketers should: 1. try to ensure that exposure is high (for instance by signing coverage contracts with television channels) and use this information when negotiating sponsor- ships; 2. approach sponsors that have the closest fit with the event; 3. in the long run, try to promote sports with a high fan involvement. Overall, our research helps to clarify a number of important issues in sports spon- sorship. We formalize and test the effects of a number of success factors on achieving awareness and image goals for sponsoring companies, thereby making the process of sponsorship decision making, planning, and execution more ratio- nal and systematic. Particularly in the field of image transfer we find that event image is an important driver of post-event sponsor image. Averaged across all sponsors, the effect of event image on post-event sponsor image is approximately half the size of pre-event sponsor image. However, despite this convincing evidence, there are several issues that still need to be examined in more detail. After finding support for an image transfer taking place, the question arises: What are the drivers of the magnitude of image transfer? Here, it would be worthwhile to develop a conceptual model that incorporates all the factors that influence image transfer. We presented first insights into the importance of event-sponsor fit as well as sponsorship leverage, but we have not tested any hypothesis allowing its falsifica- tion. In this area, we recommend a quantitative analysis of these two factors for further research projects. We also believe that for event-sponsor fit, it would be promising to test for additional industries for specific effects. Another aspect we raised is the distinction between two ways of looking at the issue of event-sponsor fit. On the one hand, we demonstrated that there are industry-specific effects. The more similar a brand is in relation to an event, the larger the image transfer. In this case, we categorize fit and measure it across brands. On the other hand, we assessed the effect of person-specific fit for each sponsor separately. A person who gave a higher rating to his or her perceived fit between event and a specific sponsor recalled the sponsor better than did those respondents who perceived a lower fit. This finding is consistent for all sponsors, with the fit being assessed within brands but across respondents. Finally, there is one more task which needs further consideration and is likely to stimulate research: We tested our hypotheses at only one sports event. For spon- sors it would be instructive to know if effects we found generalize to other sport events and whether different associations, such as those conveyed by art sponsor- ships, can be passed on to the sponsor in a similar fashion. sbr 56 (2/2004) 135 R. Grohs/U. Wagner/S. Vsetecka APPENDIX A Questionnaire items, translated Response categories Sponsor Recall (unaided/aided) – Which sponsors of the Alpine Ski World Championships 2001 Open question in St. Anton do you recall? – Which companies in the following industries were in your Open question opinion Sponsors of the Alpine Ski World Championships 2001? automobile, chocolate, telecommunication, watch, cigarettes, beer Brand Prominence – Are you familiar with the company/brand "sponsor name"? 1 … yes 2 … no BMW, Milka, Telekom Austria, Tag Heuer, Memphis, Carlsberg Event-Sponsor Fit – I see a link between the Alpine Ski World 1 … certainly Championships and "sponsor name". 2 … rather yes 3 … partly – My associations with the Alpine Ski World 4 … rather not Championships are similar to those I have with 5 … not at all "sponsor name". – The ideas that come to my mind when asked about "sponsor name" are related to the ideas I have about the Alpine Ski World Championships. Event Involvement – How would you describe your interest in the Alpine Ski 1 … very high World Championships 2001 in St. Anton? 2 … high 3 … average 4 … low 5 … no interest Exposure – How often did you watch the races of the Alpine Ski World 1 … daily Championships 2001 on TV? 2 … > 5 times 3 … 3-5 times 4 … < 3 times 5 … not at all Pre-Event and Post-Event Sponsor Image, Event Image – How do you perceive the relation between the Alpine Ski 1 … very strong World Championships in St. Anton and the following 2 … strong concepts? 3 … average 4 … weak – sport, dynamic, health, success, Austria, tradition, youth, 5 … no relation precision, risk, sociableness, enthusiasm, winter 136 sbr 56 (2/2004) Sport Sponsorships REFERENCES Abratt, Russell/Clayton, Brian C./Pitt, Leyland F. (1987), Corporate Objectives in Sports Sponsorship, in: International Journal of Advertising, Vol. 6, pp. 299 – 311. 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Recent answers to firefox redirecting to a diffrent domain name (domain hijacking), this is only happening for firefox, all the other browsers go to the correct website.https://support.mozilla.org/en-US/questions/9493162013-02-04T07:03:03-08:00The Reset Firefox feature can fix many issues by restoring Firefox to its factory default state whil2013-02-04T07:03:03-08:00Tylerdownerhttps://support.mozilla.org/en-US/questions/949316#answer-404602
The Reset Firefox feature can fix many issues by restoring Firefox to its factory default state while saving your essential information. Note: This will cause you to lose any Extensions, Open websites, and some Preferences.

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Go to Firefox > Help > Troubleshooting Information.

Click the "Reset Firefox" button.

Firefox will close and reset. After Firefox is done, it will show a window with the information that is imported. Click Finish.

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On April 19-21, 2015 Joshua Bell will not perform Shostakovich's Violin Concerto No. 1, but the Concerto for Violin and Orchestra in D major op. 35 by Peter Tchaikovsky.
Andrew Manze conducts Felix Mendelssohn Bartholdy's "Elias".
Andrew Manze, Conductor
Sally Matthews, Soprano
Daniela Sindram, Mezzosoprano
Christian Elsner, Tenor
Michael Volle, Baritone
Soloist of the Münchner Knabenchor
Philharmonischer Chor München
Friday, 10.04.2015, 20:00 o'clock
Saturday, 11.04.2015, 19:00 o'clock
Sunday, 12.04.2015, 19:00 o'clock
The chamber music series of the Munich Philharmonic Orchestra is taking place at 11 am on Sundays in the Festive Hall of the Künstlerhaus, famous for its special atmosphere and excellent acoustics. Musicians of the Munich Philharmonic Orchestra appear in various combinations and stage programs of all epochs.
During the concert season 2014/2015 the audience will have six opportunities to experience how the final touches are added to a program shortly before the first concert. Beginning on the announced date for advance purchase for each dress rehearsal, individual tickets at the price of € 10 (incl. advance booking fee) are available by calling München Ticket at +49(0)89/54 81 81 81 as well as at their advance booking agencies. Additional processing fees may be charged. For public dress rehearsals a maximum of two tickets may be purchased per person. Upon presentation of appropriate documentation, admission is free for pupils, students until completion of their 28th year of age, unemployed persons, welfare recipients as well as recipients of basic support until the allotment is exhausted. These tickets can be obtained exclusively at the box office one hour prior to the beginning of the event. more
Experience the Munich Philharmonics, not just in Munich but on tour worldwide. During the 2014/15 season the orchestra will make guest performances in Tokyo, Paris, Madrid and Vienna.
Detailed information about prices, seating, and advance ticket purchase for concerts of the Munich Philharmonics is available here.
The subscription-brochure of the Munich Philharmonic Orchestra for the 2015/16 concert season can be downloaded as pdf here.
The annual program of the Munich Philharmonic Orchestra for the 2014/15 concert season can be downloaded as pdf here.


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O'Connor cleared of headbutt
ESPNscrum Staff
June 4, 2011
Pat O'Connor is dismissed during the Waratahs' game against the Bulls © Getty Images
Waratahs lock Pat O'Connor has been cleared of an alleged headbutt after facing a SANZAR hearing following the Super Rugby match against the Bulls in Pretoria on Saturday.
O'Connor was shown a red card during the Waratahs' 23-17 defeat to the South African side. But after hearing evidence from the officials, players and viewing video evidence judicial officer Jannie Lubbe decided that on the balance of probabilities O'Connor did not head butt an opponent.
Therefore no further action will be taken against O'Connor. However, his Waratahs team-mate Kane Douglas has been banned for two weeks after appearing before the judicial hearing.
Douglas pleaded guilty to a dangerous tackle on Bulls centre Wynand Olivier and will missnext weekend's clash with the Highlanders.
© ESPN Sports Media Ltd.
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Huw Richards assesses where Wales are after a mixed Six Nations, with front row seats still very much available for the World Cup
Attacking revolution will be fleeting
John Mitchell lapped up the action on 'Sensational Saturday' - but warns not to expect a repeat come Rugby World Cup time later this year
Ireland, England are dangers if ...
Craig Dowd warns England, Ireland and Wales they should play to their strengths rather than those of the All Blacks and the Wallabies
Six Nations prospects for the World Cup
Tom Hamilton runs the rule over just where the six countries stand ahead of the global gathering in September


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Accessible tourism is tourism that can be enjoyed by everyone, including those with access needs. Many people have access needs including disabled people such as those with hearing and visual impairments, wheelchair users, older and less mobile people and people with pushchairs.
By making some small adjustments to your facilities, providing information on your accessibility and understanding the needs of disabled people, tourism businesses can appeal to a wider range of visitors and attract more business.
We provide a number of tools and resources to help tourism operators accommodate people with access needs, such as the National Accessible Scheme and Access Statement Tool.
Tourism operators can now register for our conference on achieving access for all in tourism venues. This free event will help owners and managers improve their facilities and services for disabled people and others with accessibility needs – a market now worth £12.4bn to England's tourism industry.
Discover the compelling business case for improving accessibility. Here you will find the 'At your service' booklet, case studies and information on the Equality Act 2010 and find out more about the "Purple Pound" - an infographic showing the volume and value of accessible tourism spend in England 2013.
Accurate and detailed information on facilities and services is of particular importance to people with access needs. By making an Access Statement available to potential visitors tourism businesses can broaden their appeal.
Here you will find advice on how to make improvements to your facilities that will benefit all of your visitors in one way or another.
Find out how staff can aquire the particular skills and knowledge required to to meet the needs of disabled customers. Here you will find the new online training course and information on classroom-style courses.
Find tips and advice on how to meet the needs of particular people including those with hearing loss.
Resources to help destination managers ensure that their destination meets the needs of more than 1 in 5 of the population who have a health condition, impairment or access need.