Implicit sponsorship effects for a prominent brand

• Autores: Jean-Luc Herrmann, Olivier Corneille, Christian Derbaix, Mathieu Kacha, Björn Walliser
• Localización: European Journal of Marketing, ISSN-e 1758-7123, Vol. 48, Nº. 3-4, 2014, págs. 785-804
• Idioma: inglés
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• Resumen

  • Purpose � This research seeks to examine the influence of sponsorship on spectators' consideration sets by investigating, in a naturalistic setting, whether sport sponsorship adds a prominent brand to spectators' consideration sets, with and without the explicit memory that the brand is a sponsor.

    Design/methodology/approach � A field study involved 1,084 visitors to a tennis tournament. For the control group (n=276), the interviews took place before the spectators entered the stadium; interviews with the exposed group (n=808) were conducted after they had attended at least one match. Three hypotheses related to consumer status and consideration set conditions were tested.

    Findings � Sponsorship can influence the likelihood that a prominent brand becomes part of the consideration set in a naturalistic setting, even without an explicit memory that the brand is a sponsor. This implicit sponsorship effect was limited to the memory-based consideration set of non-consumers of the brand.

    Originality/value � This study establishes an implicit sponsorship effect for prominent brands in naturalistic environments and contributes to a better understanding of moderating (boundary) conditions.