Improving incongruent sponsorships through articulation of the sponsorship and audience participation

Coppetti, Caspar; Wentzel, Daniel; Tomczak, Torsten; Henkel, Sven

doi:10.1080/13527260802012788

Cited by 79 publications

(75 citation statements)

References 35 publications

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“…Some studies have confirmed that marketing communication can positively affect perceived fit (Coppetti et al, 2009;Simmons and Becker-Olsen, 2006); however, brand and consumer factors that might influence fit evaluations have largely been ignored. As an exception, Roy and Cornwell (2004) found that brand equity had a positive effect on sponsor-event congruence, implying that a company's reputation positively influences perceived fit between a sponsor and a social cause.…”

Section: Perceived Fitmentioning

confidence: 99%

Is Publicity Always Better than Advertising? The Role of Brand Reputation in Communicating Corporate Social Responsibility

Skard

Thorbjørnsen

2013

J Bus Ethics

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Previous studies on corporate social responsibility (CSR) communication suggest that firms' social initiatives should be communicated through third-party, non-corporate sources because they are perceived as unbiased and therefore reduce consumer skepticism. In this article, we extend existing research by showing that source effects in the communication of social sponsorships are contingent on the brand's pre-existing reputation. We argue that the congruence between the credibility and trustworthiness of the message source and the brand helps predict consumer responses to a social sponsorship. The results show that a noncorporate source (publicity) generates more positive brand evaluations than a corporate source (advertising) when the sponsor has a positive reputation. However, the converse effect occurs when brand reputation is low: when the sponsor has a poor reputation, a corporate source generates more positive brand evaluations than a non-corporate source. Mediation analyses show that the interaction effect between CSR information source and brand reputation can be explained by sponsorship attitude, persuasion knowledge, and perceived fit between the brand and the cause.

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Section: Perceived Fitmentioning

confidence: 99%

Is Publicity Always Better than Advertising? The Role of Brand Reputation in Communicating Corporate Social Responsibility

Skard

Thorbjørnsen

2013

J Bus Ethics

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“…Moreover, such a brand experience involves direct contact with the brand, the company and other potential customers, as opposed to the indirect, or 'call for', contact prevalent in traditional sponsorship or advertising (Hastings 1984). Coppetti et al (2009) were the first to establish that audience participation resulted in improved sponsorship evaluations, more favourable brand attitudes and an increased image transfer from the event to the sponsoring brand. They established this by inviting visitors to a sponsored dance party and 'laboratory' where they could create their own flavours of the sponsor's product.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…Hence, taking into account perceived congruence as a mediating variable could further our understanding of the effectiveness of added brand experiences. This is of particular relevance because selecting an event that shows an obvious natural match to a particular company or brand is not straightforward and often results in a forged artificial link between a sponsor and sponsee (Coppetti et al, 2009;Cornwell et al, 2006;Simmons & Becker-Olsen, 2006). However, regardless of this difficulty, it is this type of brand/sponsorship integration (i.e.…”

Section: Brand Experiencementioning

confidence: 99%

Increasing sponsorship effectiveness through brand experience

Fransen

Rompay

Muntinga

2013

International Journal of Sports Marketing and Sponsorship

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This research investigates whether creating a brand experience during a sponsored event can add to the success of that sponsorship. It is posited that a direct brand experience might harvest its own intrinsic benefits by intensifying consumers' direct contact with the sponsoring brand. To examine this proposition we conducted a quasi-experimental field study. During a sponsored marathon event in April 2010 data were collected. One of the main sponsors of the event, a well known financial services company, created a brand experience in which all runners could participate. In this brand experience -the 'running support truck' -runners could engage in activities related to running, including chat sessions with fellow athletes, free massage, information about running and diets, and a free running shirt. The sponsor's brand name was present in all activities. Two weeks after the event, runners were invited, by email, to complete an online survey questioning them about the marathon and the sponsoring brand (i.e. top of mind awareness, brand recall and brand attitude). We compared the data of participants who ran the marathon and also engaged in the brand experience with those who solely ran the marathon. The results

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“…The mean age was 48 years, and only 7.5% were 30 years or younger, while 23.3% were at least 60 years of age. While the sample was skewed towards older respondents, particularly males, this is not expected to be of concern here as previous research has confirmed age and gender as not relevant for sponsorship effectiveness (Coppetti et al, 2009;Stotlar, 1993). Respondents attended an average of 6.25 games a year, and 28.5% stated that they commonly attended all games, whereas 8.5% declared they did not usually attend games but stayed involved with the club through other means.…”

Section: Insert Figure 1 About Here Methodsmentioning

confidence: 94%

Determinants of Community-Based Sponsorship Impact on Self-Congruity

et al. 2014

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Determinants of community-based sponsorship impact on self-congruity Psychology & Marketing, 2013; 30(11) Publishing in a subscription based journal Accepted (peer-reviewed) VersionSelf-archiving of the accepted version is subject to an embargo period of 12-24 months. The embargo period is 12 months for scientific, technical, and medical (STM) journals and 24 months for social science and humanities (SSH) journals following publication of the final article.The accepted version may be placed on:• the author's personal website • the author's company/institutional repository or archive • certain not for profit subject-based repositories such as PubMed Central as listed below Articles may be deposited into repositories on acceptance, but access to the article is subject to the embargo period.

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Improving incongruent sponsorships through articulation of the sponsorship and audience participation

Cited by 79 publications

References 35 publications

Is Publicity Always Better than Advertising? The Role of Brand Reputation in Communicating Corporate Social Responsibility

Is Publicity Always Better than Advertising? The Role of Brand Reputation in Communicating Corporate Social Responsibility

Increasing sponsorship effectiveness through brand experience

Determinants of Community-Based Sponsorship Impact on Self-Congruity

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