Leveraging sponsorships on the Internet: Activation, congruence, and articulation

Weeks, Clinton S., Cornwell, T. Bettina, & Drennan, Judy (2008) Leveraging sponsorships on the Internet: Activation, congruence, and articulation. Psychology and Marketing, 25(7), pp. 637-654.

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This paper considers how the Internet can be used to leverage commercial sponsorships to enhance audience attitudes toward the sponsor. Definitions are offered that distinguish the terms leverage and activation with respect to sponsorship-linked marketing; leveraging encompasses all marketing communications collateral to the sponsorship investment, whereas activation relates to those communications that encourage interaction with the sponsor. Although activation in many instances may be limited to the immediate event-based audience, leveraging sponsorships via sponsors' Web sites enables activation at the mass-media audience level. Results of a Web site navigation experiment demonstrate that activational sponsor Web sites promote more favorable attitudes than do nonactivational Web sites. It is also shown that sponsorsponsee congruence effects generalize to the online environment, and that the effects of sponsorship articulation on audience attitudes are moderated by the commerciality of the explanation for the sponsor-sponsee relationship. Importantly, the study reveals that attitudinal effects associated with variations in leveraging, congruence, and orientation of articulation may be sustained across time.

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58 citations in Scopus
39 citations in Web of Science®
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ID Code: 26042
Item Type: Journal Article
Refereed: Yes
Keywords: Internet sponsorship, marketing communications
DOI: 10.1002/mar.20229
ISSN: 0742-6046
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2008 Wiley Periodicals, Inc.
Copyright Statement: At such time that a manuscript is provisionally accepted for publication in P&M, the contact author will be sent a Copyright Transfer Agreement (CTA) form. It is the responsibility of the contact author to ensure that all authors of the article (in the case of multiple-authored articles) follow the instructions they receive and sign the CTA and then return it in electronically scanned form.
Deposited On: 09 Aug 2009 22:33
Last Modified: 25 Aug 2015 04:43

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