I Spy a Sponsor: The Effects of Sponsorship Level, Prominence, Relatedness, and Cueing on Recall Accuracy

Abstract

This study examines differential effects of sponsorship levels (anchor, mid-tier, low-tier) and individual exposure levels on sponsorship recall accuracy in a field study, providing validity for lab studies indicating that individuals rely on prominence and relatedness heuristics when identifying sponsors of an event. Further, we examine differences in sponsorship recall accuracy dependent upon whether the response is subject to free recall vs. cued recall. The results indicate that free (or direct) recall is generally more accurate than cued recall that rely upon reconstructive processes, but that this effect differs based on the type of sponsor in terms of the sponsor's prominence and relatedness.

Evolving priorities in sponsorship: From media management to network management

“…Moreover, the growing interest from academics publishing in high-ranking journals evidences a coming of age for sponsorship within the marketing discipline (e.g. Cliffe & Motion, 2005;Cornwell, 2008;Farrelly & Quester, 2003b;Farrelly, Quester, & Burton, 2006a;Wakefield, Becker-Olsen, & Cornwell, 2007;Weeks & Cornwell, 2008). Central to this growth has been the recognition of the unique attributes of sponsorship as a medium of communications, which can be characterised by its indirect nature (Crimmins & Horn, 1996; sponsor-sponsored inter-organisational relationship.…”

How Sponsorships Work: the Sponsorship Engagement Model

“…engagement refers to the frequency of opportunities afforded by the property to interact with the audience directly on site or indirectly through property-controlled media before, during, or after the event. The relationship between increased engagement, exposure, interaction, and involvement and the audience's ability to identify the linkage between sponsors and the event is well established (Johar et al, 2006;Wakefield et al, 2007). Hence, H1: engagement has a positive effect on the audience's perception of sponsor activation.…”

“…Sponsorship research over the past two decades has largely focused on recall and recognition (Cornwell, Humphreys, Maguire, Weeks, & Tellegen, 2006;Coughlin & Mules, 2001;Johar & Pham, 1999Speed & Thompson, 2000;Wakefield, Becker-Olsen, & Cornwell, 2007;Wakefield & Bennett, 2010). This stream demonstrates that brands perceived to be related, prominent, congruent, or plausible sponsors are most likely to be correctly identified as sponsors of a property.…”

Subconscious (Un)Attachment to a Sponsor: An Irrational Effect of Facility Naming Rights

“…Specifically, such a return on objective or invest ment mentality does not account for the well-being of the consumer and the influence of sponsorship on such. A plethora of sponsorship research with consumers has been conducted in the past two decades (e.g., Bennett, 1999;Bennett, Ferreira, Lee, & Polite, 2009;Cornwell & Coote, 2005;Cornwell, Humphreys, Maguire, Weeks, & Tellegen, 2006;Dean, 2002;Dees, Bennett, & Ferreira, 2010;Dees, Bennett, & Villegas, 2008;Deitz, Myers, & Stafford, 2012;Gwinner & Bennett, 2008;Gwinner & Swanson, 2003;Johar & Pham, 1999;Kim & Kim, 2009;Kim, Smith, & James, 2010;Madrigal, 2000Madrigal, ,2001Meenaghan, 2001;Parker & Fink, 2010;Rifon, Choi, Trimble, & Li, 2004;Roy & Cornwell, 2004;Ruth & Simonin, 2003;Speed & Thompson, 2000;Wakefield, Becker-Olsen, & Cornwell, 2007). Collectively, this literature has furthered both academic and practitioner understanding of the impact of sponsorship on particular cognitive, affective, and behavioral outcomes among consumers.…”