273. IJRM. Understanding Sponsorship.
July 6, 2023
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In a world where sponsorship can play a vital role in brand building, marketers often fail to understand how to maximize its effectiveness. Today we’re speaking with Marc Mazodier, Professor of Marketing at ESSEC Business School, whose academic research focuses on brand management and marketing communication efficacy.
Our conversation explores how sponsorship works, why it works, and how to make the most of it.
Topics include:
Why sports sponsorship delivers a lot of bang for the marketing buck.
Why making consumers work a little bit can capture attention and positively influence consumer reactions.
The difference between brand positioning and brand image and how to use them when selecting the right sponsorship opportunity for your brand.
Click here for the Research Article
The Up Next podcast’s access to this content is courtesy of the International Journal of Research in Marketing, an international, double-blind peer-reviewed journal for marketing academics and practitioners. IJRM aims to contribute to the marketing discipline by providing high-quality, original research which advances marketing knowledge and techniques. As marketers increasingly draw on diverse and sophisticated methods, IJRM‘s target audience is comprised of marketing scholars, practitioners (e.g., marketing research and consulting professionals) and policymakers.
IJRM aims to be at the forefront of the marketing field with a particular emphasis on bringing timely ideas to market. The journal embraces innovative research with the potential to spur future research and influence practice. Hence, it welcomes contributions in various aspects of marketing. The editors, while accepting a wide array of scholarly contributions from different disciplinary approaches, especially encourage research that is novel, visionary or path breaking.
Marc Mazodier is Professor of Marketing at ESSEC Business School, and ESSEC Beauty Chair Professor. He teaches Brand Management, Marketing Management, and Marketing Research courses in the Executive, MBA, MiM, and PhD programs. His academic research focuses on brand management and marketing communication efficacy. His work has been published in collective volumes and in leading academic journals such as the Journal of Marketing, the Journal of Marketing Research, and the Journal of the Academy of Marketing Science. In addition to his academic work, Marc has done consulting for companies from various sectors. He is Affiliate Researcher at the SAMS Institute (Sales & Marketing Strategy Institute). Marc has given several marketing research seminars in Europe, Asia, and the Middle East. Marc is an Associate Editor of the Journal of Advertising Research and a member of the Editorial Board of the European Journal of Marketing and the International Journal of Advertising. He received his Ph.D. at the Aix-Marseille Graduate School of Management.
International Journal of Research in Marketing
Marc Mazodier