Erinnerungswirkungen der Sportwerbung. Ergebnisse einer empirischen Studie

Deimel, Klaus

doi:10.15358/0344-1369-1993-1-5

Cited by 4 publications

(1 citation statement)

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“…Prominent brands also tend to be more accessible in memory, and consumers can link sponsorship more easily to established knowledge. In accordance with these arguments, Johar and Pham (1999) empirically show that sponsor identification is subject to a prominence bias, and Deimel's (1993) and Walliser's (1997) research support this claim with findings of positive effects of sponsor prominence on sponsor awareness. Thus, activity and a sponsor, as perceived by the consumer.…”

Section: Research Questions and Hypothesesmentioning

confidence: 62%

An Investigation of Children's Ability to Identify Sponsors and Understand Sponsorship Intentions

Grohs

Wagner

Steiner³

2012

Psychology and Marketing

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Sponsorship has become an important tool for companies that target children with their market offerings. Despite growing firm interest in assessing sponsorship effectiveness and public concern about the effects on children, research to date has not investigated how sponsorship functions for children. This article addresses both issues by examining children's perceptions of sponsors (i.e., ability to identify sponsors in different conditions) and their perceptions of sponsorship (i.e., ability to understand sponsorship intentions). Because prior research on these issues is scarce, the conceptual reasoning relies on findings from advertising literature pertaining to children and sponsorship literature. An empirical study features sponsorships in a theme park for children. The results reveal implications for managers and public policymakers, as well as avenues for further research.

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Section: Research Questions and Hypothesesmentioning

confidence: 62%