Sponsorship and recall of sponsors

Lardinoit, Thierry; Derbaix, Christian

doi:10.1002/1520-6793(200102)18:2<167::aid-mar1004>3.0.co;2-i

Cited by 152 publications

(92 citation statements)

References 23 publications

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“…Event involvement is defined as "a kind of genuine excitement caused by a strong and solid interest in a specific activity (on our case the sponsored sports event) which results from the importance of this activity for an individual" (Lardinoit & Derbaix, 2001). Within the context of sponsorship, Meenaghan (2001) had published the idea of fan involvement and state of being involved in the sponsorships.…”

Section: Event Involvementmentioning

confidence: 99%

The Effect of Event Sponsorship on Customer’s Brand Awarness and Purchase Intention—A Case Study of Toyota Vietnam

Khương¹,

Chau²

2017

RES

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The purpose of this research was to investigate how event sponsorship directly affected customer's purchase intention and indirectly through the mediation of brand awareness. The quantitative approach was applied with structured questionnaires directly delivered to sports fans of V-league football champion in Binh Duong province, Vietnam. The empirical results showed that attitude and attention towards the sponsorship indirectly affected purchase intention. The fit of the sponsored events and event involvement both directly and indirectly affected customer's purchase intention. In addition, brand recognition played a meaningful mediation role in the relationship between event sponsorship and customer's purchase intention.

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Section: Event Involvementmentioning

confidence: 99%

The Effect of Event Sponsorship on Customer’s Brand Awarness and Purchase Intention—A Case Study of Toyota Vietnam

Khương¹,

Chau²

2017

RES

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“…What little TV sponsorship literature there is suggests, however, that effectiveness is generally improved by three major factors: 1) higher fit between the sponsor and program, 2) greater linking of the ad bumper/billboard content to the program, and 3) higher program interest by the viewer (Brennan, 2009;Lardinoit and Derbaix, 2001;Masterson, 2005). TV sponsorships are also thought to work primarily by creating associational links to the sponsored program, rather than any information contained in the ad bumper/billboard (Brennan, 2009;Masterson, 2005).…”

Section: Study 1: Comparing Tv Billboards To Tv Advertisingmentioning

confidence: 99%

“…Unfortunately there is very limited knowledge about this question and TV sponsorships in general (Brennan, 2009;Masterson, 2005), although determining the value received from marketing investments such as communication campaigns is a growing focus of corporate and academic efforts (Briggs et al, 2005;Lardinoit and Derbaix, 2001;Mizik and Jacobson, 2008;Olson and Thjømøe 2009). …”

Section: Introductionmentioning

confidence: 99%

The relative performance of TV sponsorship versus television spot advertising

Olson

Thjømøe

2012

European Journal of Marketing

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Research Paper PurposeTo compare the relative performance of TV sponsorships with the industry standard 30-second TV spot advertising on achieving common communication goals. Design/Methodology/ApproachThe two mediums are tested with an experiment using realistic stimuli and target market representative samples and employing 6 brands as both TV sponsors and TV advertisers. FindingsTen seconds of TV sponsoring works almost equally as well as 30-second spots across all measures and brands. While the outright performance differs by type of brand (i.e. high fit versus lower fit, known versus unknown), the relative performance between mediums does not vary. Research LimitationThe stimuli only gave subjects a brief exposure to each medium. The six stimuli brands, four effect measures, and the Norwegian sample may also not be representative for all types of TV sponsoring/advertising contexts. Practical ImplicationsMarketing managers can use the results to better allocate their communication spending between TV spot advertising and TV sponsorships, by determining which medium offers better value in achieving communication goals. ValueTo our knowledge, the comparison is the most realistic and controlled experiment in this area, with high levels of internal and external validity.

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“…Memory for the relationship between a sponsor and event, measured by recall or recognition, has been a dependent variable of interest in various studies (e.g., Johar and Pham 1999;Lardinoit and Derbaix 2001;Pham and Johar 2001). In this article we address the formation and recovery of memory for this relationship because brand awareness is foundational to other, albeit controversial, higher-level processes such as the development of consumer-based brand equity (Keller 1993) and choice behaviors (Nedungadi 1990).…”

Section: Conceptual Development: Establishing a Link In Memorymentioning

confidence: 99%

Sponsorship-Linked Marketing: The Role of Articulation in Memory

Cornwell¹,

Humphreys²,

Maguire³

et al. 2006

J Consum Res

226

192

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Corporate sponsorship of events contributes significantly to marketing aims, including brand awareness as measured by recall and recognition of sponsor-event pairings. Unfortunately, resultant advantages accrue disproportionately to brands having a natural or congruent fit with the available sponsorship properties. In three cued-recall experiments, the effect of articulation of sponsorship fit on memory for sponsor-event pairings is examined. While congruent sponsors have a natural memory advantage, results demonstrate that memory improvements via articulation are possible for incongruent sponsor-event pairings. These improvements are, however, affected by the presence of competitor brands and the way in which memory is accessed.

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Sponsorship and recall of sponsors

Cited by 152 publications

References 23 publications

The Effect of Event Sponsorship on Customer’s Brand Awarness and Purchase Intention—A Case Study of Toyota Vietnam

The Effect of Event Sponsorship on Customer’s Brand Awarness and Purchase Intention—A Case Study of Toyota Vietnam

The relative performance of TV sponsorship versus television spot advertising

Sponsorship-Linked Marketing: The Role of Articulation in Memory

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