ABSTRACT With increases in sponsorship expenditures outpacing traditional advertising, return on investment warrants greater scrutiny. Research overwhelmingly focuses on returns, however, while neglecting the associated investment. This study contributes to the literature on sponsorship costs by analyzing multiple years of prices paid for sponsorships of Formula One racing teams. Contrary to past research, when sponsor industry and sponsorship level were controlled for, prices were not influenced significantly by congruence, clutter, sponsoring company size, or performance of the sponsored organization. Results indicate that the sponsoring company9s brand equity and shared nationality with the sponsored team predicted price premiums, suggesting agency conflicts among advertisers.

中文翻译：

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在国际赞助商交流中分析价格溢价

摘要随着赞助支出的增长超过传统广告，投资回报率需要进行更严格的审查。然而，研究绝大多数都集中在回报上，而忽略了相关的投资。通过分析多年来为一级方程式赛车队的赞助支付的价格，这项研究为有关赞助成本的文献做出了贡献。与过去的研究相反，当控制赞助商行业和赞助水平时，价格不受一致性，混乱，赞助公司规模或赞助组织绩效的显着影响。结果表明，赞助公司的品牌资产和与赞助团队的国籍共享可以预测价格溢价，表明广告商之间存在代理冲突。