Modeling the Effects of Sponsorship-Linked Marketing: When Does Memory Matter?

DeGaris, Laurence; Kwak, Dae Hee; McDaniel, Stephen R.

doi:10.1080/10496491.2016.1267678

Cited by 14 publications

(12 citation statements)

References 39 publications

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“…If the respondent knows who the sponsors of a competition are and has a positive attitude about them, it will increase the possibility that he will use the products or services of the sponsor. The obtained results are in line with multiple research studies on the topic (DeGaris et al , 2017; Dodds et al , 1991; Javalgi et al , 1994; Ko et al , 2008; Tsiotsou and Alexandris, 2009; Turco, 1995). On the other hand, Biscaia et al (2013) provided insights that awareness has an impact on attitude, but does not have an impact on purchase intention.…”

Section: Managerial Implications Of the Conducted Researchsupporting

confidence: 89%

“…Such a result differs from the conclusion made by Javalgi et al (1994) and Ko et al (2008). However, in a more recent study, DeGaris et al (2017) came to the same conclusion as us. The results of their study on NASCAR showed that sponsorship recognition had a negative and insignificant impact on the attitude towards the sponsor.…”

Section: Managerial Implications Of the Conducted Researchcontrasting

confidence: 82%

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See it and believe it? Conceptual model for exploring the recall and recognition of embedded advertisements of sponsors

Maričić

Kostić-Stanković

Bulajić

et al. 2019

IJSMS

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Purpose The purpose of this paper is to develop a conceptual model for exploring the recall and recognition of embedded advertisements of sponsors. Design/methodology/approach To verify the proposed conceptual model on a particular sports competition, a questionnaire related to the UEFA Champions League sponsors in the season 2016/2017 was designed. The data were analysed using structural equation modelling. Findings The results provided support to the claim that higher involvement in a sport and higher exposure to a sponsored event lead to higher recall and recognition of embedded advertisements. Conversely, the same two factors alongside sponsor awareness do not affect the attitude towards sponsors. On the other hand, sponsor awareness and attitude towards sponsors have a direct positive role on the future purchase intention of sponsor products/services. Practical implications The findings illustrate that to maximise the effectiveness of their embedded advertisements, sponsors should not merely concentrate on brand awareness, but should go beyond and attempt to improve the consumers’ positive perception of their products and services. Moreover, by sponsoring a sport event, the sponsors can be sure that their message will be effectively transmitted to the ones who are fans of the sport and the sponsored competition. Originality/value The present study empirically explores the factors which influence the recall and recognition of embedded advertisements and how the achieved level of sponsorship awareness impacts purchase intentions.

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Section: Managerial Implications Of the Conducted Researchsupporting

confidence: 89%

Section: Managerial Implications Of the Conducted Researchcontrasting

confidence: 82%

See it and believe it? Conceptual model for exploring the recall and recognition of embedded advertisements of sponsors

Maričić

Kostić-Stanković

Bulajić

et al. 2019

IJSMS

View full text Add to dashboard Cite

show abstract

“…Articulation should have served as a connection link of this relationship. The academic literature has found that articulating sponsorship messages positively influences the attitude toward the brand (Cornwell et al , 2006), recall (Degaris et al , 2017) and the perceived congruence (Madrigal and King, 2018; Na and Kim, 2013). Our objective was to examine if articulation influences visual attention, perceived congruence and recall in the medium of sports posters and check the capacity of articulation to moderate the influence of congruence on attention and recall and test if the mediating effect of visual attention is moderated by articulation in the influence of the perceived congruence on recall.…”

Section: Discussionmentioning

confidence: 99%

“…Sponsorship is a technique of non-conventional or below-the-line communication that has generated a great deal of attention amongst academics (Degaris et al , 2017; Meenaghan, 2013) due to the growing investment that companies have been making at a global level over the last decade (IEG, 2017). The objectives that organizations usually pursue when sponsoring a sporting event are generating brand awareness, increasing sales, creating links with the consumer (Meenaghan et al , 2013).…”

Section: Introductionmentioning

confidence: 99%

“…“Articulation is a form of non-commercial activation where the relationship between a sponsor and property is deliberately explained to create an association between the two entities in consumers' minds” (Cornwell et al , 2006, p. 312). According to the academic trend, articulation improves the attitude toward the brand for both brand- and company-level measures (Cornwell et al , 2006), for the perceived congruence (Madrigal and King, 2018; Na and Kim, 2013), for the affective evaluation of the sponsor and for recall (Degaris et al , 2017).…”

Section: Introductionmentioning

confidence: 99%

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The effect of articulated sports sponsorship on recall and visual attention to the brand

Santos

Sánchez‐Franco

Gascó

2020

IJSMS

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PurposeThe objective is to examine the influence of articulation on the effectiveness of sports sponsorship.Design/methodology/approachThis research uses an experimental design with the following factors: articulation (articulated vs unarticulated), congruence (congruent and incongruent) and sporting discipline (tennis, F1 and sailing).FindingsEven though the academic literature argues that articulation improves the indicators of performance, the authors have been unable to demonstrate that articulated sports posters have an influence on visual attention, congruence or recall. The results show that articulation diverts visual attention from the brand to the text, diminishing recall.Originality/valueThis is the first manuscript to use neurophysiological measures of the articulation effect. This is also the first manuscript that examines the differences in attention between articulated sponsorships based on their congruence.

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The effect of articulation in sports posters on betting behavior

Santos

Mohammadi

Vizcaíno

2023

Humanit Soc Sci Commun

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Several studies argue that sponsorship promotes and normalizes gambling behavior because commercial gambling providers (CGPs) act as sponsors for many sports entities. This study examines the effect of articulation on sports sponsorship, sincerity, and congruence as perceived by consumers and betting behavior by comparing a CGP brand with a congruent sponsor brand. Data were collected through an experiment combining the factor of the inter-subject type of sponsor (CGPs sponsor vs. congruence sponsor) and articulation (commercial articulation and no articulation) in 518 subjects from the United Kingdom. The analysis was performed using structural equation modeling and multi-group analysis. Subjects showed a greater willingness to bet when the CGP sponsor was perceived as congruent and sincere compared with congruent sponsorship, suggesting that this type of sponsor could encourage sports betting. However, the elimination of CGPs’ sponsorship is complex because of the significant funding they provide.

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Modeling the Effects of Sponsorship-Linked Marketing: When Does Memory Matter?

Cited by 14 publications

References 39 publications

See it and believe it? Conceptual model for exploring the recall and recognition of embedded advertisements of sponsors

See it and believe it? Conceptual model for exploring the recall and recognition of embedded advertisements of sponsors

The effect of articulated sports sponsorship on recall and visual attention to the brand

The effect of articulation in sports posters on betting behavior

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