Measuring Consumer Reactions to Sponsoring Partnerships Based upon Emotional and Attitudinal Responses

Christensen, Sverre Riis

doi:10.1177/147078530604800105

Cited by 50 publications

(41 citation statements)

References 7 publications

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“…Considering the characteristics of sport fans and their consumption patterns, which includes a strong emotional dimension (Koo et al, 2006;Caro and Garcia, 2007), the investigation of sport sponsorship effects on purchases requires further identification of possible antecedents and empirical validation. Although suggestions have been made that sponsorship effects could be better measured from emotional and attitudinal levels (Christensen, 2006), few studies have addressed these issues (Martensen et al, 2007). Furthermore, classical conditioning theory suggests that pairing a sponsor (conditioned stimulus) with a sport event (unconditioned stimulus) helps to create a favourable response (Petty et al, 1983;Shimp, 1981).…”

Section: Sponsorship By Foreign Companiesmentioning

confidence: 99%

Consumers' responses to sponsorship by foreign companies

Meng-Lewis

Thwaites

Pillai³

2013

European Journal of Marketing

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Purpose: The study aims to explore the novel issue of how consumers perceive sponsorship initiatives by foreign companies and how the sponsors' country-of-origin (COO) cue may influence sponsorship outcomes. Design/methodology/approach: The measurement model and proposed relationships were tested based on a sample of 811 Chinese consumers using confirmatory factor analysis and structural path analysis. Findings: The results reveal that attitudes toward the sponsor completely mediate the effect of event involvement on willingness to buy from the sponsor (WBS). Attitudes toward the sponsor also partially mediate the relationship between economic animosity towards a specific sponsor's COO and WBS. Additionally, the level of a country's economic competitiveness found to moderate the negative relationship between economic animosity, attitudes toward the sponsor and WBS. Research limitations/implications: The nature of the product type and the desire of the consumer to own such a product may have influenced the measurement of willingness to buy. Practical implications: The research adds to the existing knowledge by identifying the opportunities and potential biases that a foreign company may encounter when considering sponsoring a mega sport event in a different cultural context. The study helps managers to understand how sports sponsorship could be used effectively in emerging markets. Originality/value: The proposed conceptual model advances the application of classical conditioning theory, the consumer animosity model of foreign product purchase and the belief-attitude-intention hierarchy in the sponsorship arena. It is the first investigation of the role of event involvement and economic animosity in understanding sponsorship responses

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Section: Sponsorship By Foreign Companiesmentioning

confidence: 99%

Consumers' responses to sponsorship by foreign companies

Meng-Lewis

Thwaites

Pillai³

2013

European Journal of Marketing

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“…This is partially attributed to the lack of understanding of the mechanisms that explain the consumers' response to sponsorship stimuli (Christensen, 2006). In addition, most of the studies reviewed are reasonably narrow experiments, which can lead to misinterpretation of the reality.…”

Section: Resultsmentioning

confidence: 99%

Measuring the Effects of Event Sponsorship: Theoretical Frameworks and Image Transfer Models

Novais

Arcodia

2013

Journal of Travel & Tourism Marketing

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The use of event sponsorship or other types of sponsorship as a means to establish, enhance, or change brand image is a fairly common practice for a variety of organizations. This objective has been identified as one of the two most common goals for organizations to engage in sponsorship programs. The rationale behind the popularity of sponsorship as a marketing tool to achieve image goals is the general assumption that, by linking a brand to an event, the image of the event can be transferred to the image of the sponsor.Despite the increasing sophistication of event sponsorship and rising academic interest in understanding sponsorship practice, there is still a lack of in-depth understanding of how sponsorship processes work, in particular in what concerns its brand outcomes. The article addresses this issue by documenting, examining, and critically assessing the existing literature. The main explanations of brand image transfer, including theoretical frameworks and models, are presented; empirical research, divided into effectiveness of brand image transfer and the factors affecting such process, is analyzed; and two main issues found in the more recent articles-direction of brand image transfer and multiple sponsorships-are discussed. Finally, existing gaps are identified and research propositions are presented to guide future research.

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“…This is because when a firm exploit its core competence to a fuller and fuller extent, it inadvertently turns this core competence into core rigidity that impedes innovation (Christensen, 2006;Leonard-Barton, 1992). Following the same line of thought, when creatively new service knowledge via the efficiency-centred business model increases above a threshold, it can cause rigidity that unfortunately exerts a negative impact on service innovativeness.…”

Section: The Efficiency-centred Business Model and Service Innovativementioning

confidence: 99%

Service Business Model and Service Innovativeness

Cheng

Shiu

Dawson

2014

Int. J. Innov. Mgt.

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Service innovativeness has been hailed as a key success factor in being able to differentiate a new service from its competing offerings. In spite of a number of literatures suggesting the impact that a service business model can have on service innovativeness, no comprehensive and empirical study has examined the relationship between the distinctive design themes of a service business model and service innovativeness. This paper fills the research gap by conducting a series of pilot tests and then the subsequent questionnaire survey on top service firms in Taiwan. Results based on 211 responding service firms indicate that the novelty-centred business model has a U-shaped effect on service innovativeness, while the efficiency-centred business model has an inverted U-shaped effect on service innovativeness. Theoretical and managerial implications of these key findings are discussed.

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Measuring Consumer Reactions to Sponsoring Partnerships Based upon Emotional and Attitudinal Responses

Cited by 50 publications

References 7 publications

Consumers' responses to sponsorship by foreign companies

Consumers' responses to sponsorship by foreign companies

Measuring the Effects of Event Sponsorship: Theoretical Frameworks and Image Transfer Models

Service Business Model and Service Innovativeness

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