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| Tekijä: | Johar, G.V. Pham, M.T. Wakefield, K.L. |
| Otsikko: | How event sponsors are really identified: A (baseball) field analysis |
| Lehti: | Journal of Advertising Research
2006 : JUN, VOL. 46:2, p. 183-198 |
| Asiasana: | advertising marketing communication strategy consumer behaviour sponsorship sports industry USA |
| Kieli: | eng |
| Tiivistelmä: | Proper credit for the efforts is not often received by event sponsors (hereafter as: spns). This issue is examined through a field study on more than 300 baseball fans attending minor league games during the summer season. It is found using signal detection analyses that - even among sports fans - the ability to correctly discriminate actual home team official spns. from matched foils was rather poor. Spns. identification responses were found to be heavily influenced by the mere plausibility (here as: plsb.) of the brand as a potential spns. This plsb. effect was equally pronounced for actual spns. and for foils. The phenomenon seems to be driven by a reliance on plsb.-based inferences that was widespread across respondents. These plsb.-based inferences, whether correct or incorrect, can have as much influence on attributions of sponsorship (as: s-ship) as actual exposure to genuine s-ship information. |
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