The Persuasion Process of Sponsorship and Nonsponsorship Activation and the Dual Mediation Model

Abstract

The current study introduces the Dual Mediation Model (DMM) as a user perspective framework to explore the persuasive process of sponsorship and nonsponsorship activation across countries and brands. Data were collected from 1,850 respondents in Australia, the US, Malaysia, and China to examine consumer decision making for Adidas (i. e., sponsor) and Nike (i. e., nonsponsor) in the associations both brands have activated with the 2002–2014 FIFA World Cup (FWC). The majority of the hypotheses were supported, suggesting the DMM's ability to explain the impacts of sponsorship and nonsponsorship activation on cognitive, affective, and conative behavior across countries. Significant differences were also perceived in the attitude–purchase intention relationship between Australia and the other countries for Adidas, and between the US and the other three countries for Nike. Theoretically, the DMM presents researchers with a user perspective framework for the persuasion process in consumer decision making, which has been empirically tested and validated across four countries and two global brands. Managerially, findings reiterate to event organizers and brand managers that sponsorship activation requires activational communication, which should culminate in unique positioning and differentiation for sponsor brands.

A method of customer valuation score and implementation for marketing strategy

“…Clicking the like or favorites button helps customers to associate with appealing brand images, which results in the increase of customers engagement and the kind relationship between the firm and customers (Chang et al, 2019). Brands can reach a large audience at a relatively low cost for infeed social ads when compared to other paid media advertising (Quintal et al, 2020;Liu et al, 2021a, b). Nike, for example, have attracted nearly 90 million followers over the last 10 years (at the time of writing) and published more than 800 unique posts that have garnered varying levels of likes and comments (Rietveld et al, 2020).…”

“…, 2019). Brands can reach a large audience at a relatively low cost for in-feed social ads when compared to other paid media advertising (Quintal et al. , 2020; Liu et al.…”

An Empirical Exploration of Sports Sponsorship: Activation of Experiential Marketing, Sponsorship Satisfaction, Brand Equity, and Purchase Intention

“…In contrast, Lee et al ( 2015 ) emphasized the mediating role of emotion (e.g., pleasure, arousal) in the relationship between the sponsor's event attitude and brand equity. Recently, Quintal et al ( 2020 ) explored and compared the impact of sponsorship and non-sponsorship activation of global brands (e.g., Adidas and Nike) on cognitive, affective, and conative behaviors across countries. They found significant differences in the attitude-purchase intentions of participants from different countries.…”