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| Author: | Hermann, J-L. Walliser, B. Kacha, M. |
| Title: | Consumer consideration of sponsor brands they do not remember: Taking a wider look at the memorisation effects of sponsorship |
| Journal: | International Journal of Advertising
2011 : VOL. 30:2, p. 259-281 |
| Index terms: | advertising brands sports industry international |
| Freeterms: | sponsorship memorization |
| Language: | eng |
| Abstract: | Extending findings from advertising to sponsorship, this study assesses explicit and implicit sponsorship memorization (herein as: memzn.) effects. Based on a survey of over 580 spectators (here as: specs.) of a tennis tournament (of ATP), it is among others uncovered that both types of memzn. effects coexist. Even without recognizing a brand as an event sponsor, specs. include it more often in their consideration set than specs. not exposed to the sponsor brand. The results are encouraging for sponsor companies etc. |
SCIMA