Affective Intensity and Sponsor Identification

Wakefield, Kirk L.; Bennett, Gregg

doi:10.2753/joa0091-3367390307

Cited by 63 publications

(50 citation statements)

References 28 publications

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“…• , such as a sport's team performance (Ngan, Prendergast, & Tsang, 2011;Wakefield & Bennett, 2010); Sponsor related • , such as existing knowledge of a sponsor's product (R. Lacey, Close, & Finney, 2010); Event related • , such as event involvement (Alexandris, Douka, Bakaloumi, & Tsasousi, 2008) or experience with the sponsor's exhibit (Close & Lacey, 2014;Sneath, Finney, & Close, 2005); Consistency related • , such as fit/congruence between event and sponsor (Grohs & Reisinger, 2005;Hutabarat & Gayatri, 2014); Visitor related • , such as demographic characteristics of targeted customers (Miloch & Lambrecht, 2006).…”

Section: Team Relatedmentioning

confidence: 99%

Event Venue Satisfaction and Its Impact On Sponsorship Outcomes

Michelini¹,

Iasevoli²,

Theodoraki³

2017

Event Management

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The importance of sponsorship as a marketing communications tool is well recognized in the event literature. Despite the growth in event sponsorship investments and the increasing importance of the role of the venue in event planning, there is still a lack of research on the impact of event venue satisfaction on sponsorship outcomes. Thus, the objective of the present study is to analyze the effect of event venue satisfaction on sponsor image, and, in particular, to verify if attendee satisfaction with the venue has a positive effect on sponsor recall, attitude, and purchase intention. The article presents the results of a survey conducted during the International Rome Film Festival, which takes place annually at the Rome Auditorium. Results suggest that attendee satisfaction with venues affects attitudes toward the sponsors and sponsor-related purchase intention, while sponsor awareness is not affected. The main contribution of the article is the development of a comprehensive model of event sponsorship evaluation, in which traditional sponsorship outcomes are considered in light of attendee satisfaction and quality of services in the sponsor-related exclusive venue zones.

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Section: Team Relatedmentioning

confidence: 99%

Event Venue Satisfaction and Its Impact On Sponsorship Outcomes

Michelini¹,

Iasevoli²,

Theodoraki³

2017

Event Management

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“…Both companies and the popular press associate high levels of memory outcomes for sponsors with sponsorship success (Cornwell & Humphreys, ). Numerous scientific articles also argue that proper identification of a sponsor is an important measure of sponsorship effectiveness (e.g., Meenaghan, McLoughlin, & McCormack, ; Nufer, ; Wakefield & Bennett, ). As Johar, Pham, and Wakefield (, p. 183) conclude, “If much of the audience is unable to correctly identify the sponsor of an event or, worse, identify companies who did not pay the sponsorship fees (including competitors!…”

Section: Sponsor and Ambusher Identificationmentioning

confidence: 99%

“…From the perspective of the sponsor, sponsor identification is a key goal in sponsorship (e.g., Cornwell, Weeks, & Roy, 2005) and plays a crucial role as a prerequisite for further information processing regarding the sponsoring company (Wakefield & Bennett, 2010). A large body of literature investigates the importance of sponsor identification for higher order goals, such as a successful image transfer (e.g., Gwinner & Eaton, 1999), positive attitudes toward the sponsor (e.g., Speed & Thompson, 2000), or the intention to purchase a company's products (e.g., Madrigal, 2001).…”

Section: Sponsor and Ambusher Identificationmentioning

confidence: 99%

Memory Effects of Different Relational Links between Brands and Sponsored Events

Wolfsteiner

Grohs

Wagner

2015

Psychology and Marketing

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Sport sponsorship is an important marketing communication tool, and stakes in sponsorship deals are high. Therefore, sponsors strive to ensure that their investments are effective and protected from competitors—that is, ambusher marketers’ attacks. Still, little is known about how ambush marketing affects sponsor identification and misidentification of ambushers as sponsors. This study investigates levels of sponsor and ambusher identification in three experimental settings, controlling for the presence/absence of an ambusher, communication modality, and response formats. A field study in the context of a large sports event demonstrates the external validity of the findings. The results provide evidence of a nondestructive interference of ambush marketing, indicating that ambush marketing does not necessarily harm sponsor identification. Misidentification of nonsponsors as sponsors occurs because of the indirect link established between the event and the company through ambush marketing, but not as a consequence of other communication activities by a competitor with no link to the event. Finally, a combined sponsor–ambusher perspective indicates that sponsors do not necessarily have a consistent “official sponsor” advantage over ambushers. Findings are discussed with emphasis on implications for sponsors, ambushers, and marketing researchers.

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“…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.…”

Section: Introductionmentioning

confidence: 96%

“…Other less prominent or less related brands are destined to be false-negatives in any recall-related measurement, subject to effective ambush marketing (Johar et al, 2006). Consequently, if recall of the brand-property association is the objective, the only winners would be those already dominant in the market place (cf., Wakefield & Bennett, 2010). Second, the brands most likely to be identified as sponsors-and who also expend the most financial resources on sponsorships-hardly need any more brand recognition.…”

Section: Introductionmentioning

confidence: 96%

How Sponsorships Work: the Sponsorship Engagement Model

Wakefield

2012

Event Management

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Prior sponsorship research has focused almost entirely upon accurate recall and recognition of sponsors of events. This emphasis on awareness belies the fact that the primary sponsors of national and international events already possess high brand recognition and instead seek higher level communication goals (preference and retention) from sponsorships. Audience data from two studies (an American football match and a 3-day motorsports event) demonstrate the psychological processes by which audiences are engaged through sponsorship activation. Importantly, this research conceptualizes and measures the activation construct and illustrates subsequent effects on brand concreteness, brand attributions, and brand personality. These three factors, in turn, enhance the sponsoring brand's distinctiveness and lead to positive behavioral responses favorable to the sponsor.

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Affective Intensity and Sponsor Identification

Cited by 63 publications

References 28 publications

Event Venue Satisfaction and Its Impact On Sponsorship Outcomes

Event Venue Satisfaction and Its Impact On Sponsorship Outcomes

Memory Effects of Different Relational Links between Brands and Sponsored Events

How Sponsorships Work: the Sponsorship Engagement Model

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