Le contrôle des effets du parrainage sur l’audience l’intérêt des mesures implicites de restitution mémorielle 

Sponsor memorization: The influence of sponsorship congruence re-examined from an encoding flexibility perspective

“…Third, our results show that brand identification does not depend on awareness of the link between sponsorship exposure and the identification task. Therefore consumers do not need to remember that a brand sponsored an event in order to be influenced by the sponsorship (see also Herrmann et al, 2011aHerrmann et al, , 2011b. Given the very low rate of memorization concerning the link between sponsor brands and events (Johar and Pham, 1999), this should reassure sponsors.…”

“…Second, our research is one of the rare studies on the effectiveness of sponsorship to use implicit measures of memory that are less sensitive to constructive processes than measures of recall and recognition (for two notable exceptions see Herrmann et al, 2011aHerrmann et al, , 2011b. In particular, explicit measures of memory are strongly biased in favour of congruent sponsors (Johar and Pham, 1999).…”

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Brands are increasingly interested in sponsorship, particularly in the field of sports. For example, brands such as Castrol, Continental or Adidas spent between 10 and 44 million dollars a year (a fouryear contract from 2007 to 2010) on sponsorship rights for the 2010 FIFA World Cup in South Africa, which represents an increase of 80% compared to the previous World Cup in Germany (Humphries, 2010).The success of this type of communications operation is often measured by an increase in brand awareness for the sponsors (Herrmann et al, 2011a;Lardinoit and Derbaix, 2001; Walliser, 2003). Researchers have therefore examined the factors that encourage unaided and aided recall of the sponsors' brands (e.g.

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“…The success of this type of communications operation is often measured by an increase in brand awareness for the sponsors (Herrmann et al, 2011a; Lardinoit and Derbaix, 2001; Walliser, 2003). Researchers have therefore examined the factors that encourage unaided and aided recall of the sponsors’ brands (e.g.…”

“…In order to compensate for these methodological limitations, we use implicit measures of memory (Herrmann et al, 2011a). Unlike traditional explicit measures – recall and recognition – measures of implicit memory are not influenced by information recovery strategies (Trendel and Warlop, 2005; Von Hippel et al, 1993).…”