Cette recherche présente l'évolution et l'état de l'art de la recherche sur le parrainage au niveau international. S'appuyant sur un travail antérieur résumant 80 études anglo-saxonnes publiées avant 1996, cette recherche identifie et analyse 153 études supplémentaires (publiées avant 2002) en les divisant en quatre courants de recherche: la nature du parrainage, la gestion du parrainage, la mesure des effets du parrainage et la stratégie de parrainage. L'évolution et les résultats de chaque courant de recherche sont évalués de manière critique.
Purpose
– This research seeks to examine the influence of sponsorship on spectators' consideration sets by investigating, in a naturalistic setting, whether sport sponsorship adds a prominent brand to spectators' consideration sets, with and without the explicit memory that the brand is a sponsor.
Design/methodology/approach
– A field study involved 1,084 visitors to a tennis tournament. For the control group (n=276), the interviews took place before the spectators entered the stadium; interviews with the exposed group (n=808) were conducted after they had attended at least one match. Three hypotheses related to consumer status and consideration set conditions were tested.
Findings
– Sponsorship can influence the likelihood that a prominent brand becomes part of the consideration set in a naturalistic setting, even without an explicit memory that the brand is a sponsor. This implicit sponsorship effect was limited to the memory-based consideration set of non-consumers of the brand.
Originality/value
– This study establishes an implicit sponsorship effect for prominent brands in naturalistic environments and contributes to a better understanding of moderating (boundary) conditions.
Une approche fondée sur une démarche quasi expérimentale et un modèle causal tend à confirmer, entre autres, que l'intensité des émotions éprouvées par le téléspectateur d'un événement parrainé augmente avec l'importance perçue de l'événement et l'intérêt du téléspectateur pour l'activité parrainée. De plus, l'intensité des émotions influence négativement la mémorisation des noms des parrains.
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