Empirical Support For an Item and Relational Conceptualization of Sponsorship
Weeks, Clinton S., Cornwell, T. Bettina, & Humphreys, Michael S. (2006) Empirical Support For an Item and Relational Conceptualization of Sponsorship. Advances in Consumer Research, 33, pp. 312-313.
This paper outlines how commercial sponsorship can be conceptualized using an item and relational information framework, and supports this with empirical data. The model presented allows for predictions about consumer memory for sponsorship information, and hence has both theoretical and practical value. Data are reported which show that sponsors considered congruent with an event benefit by providing consumers with sponsor-specific item information, while sponsors considered incongruent benefit by providing sponsor-event relational information. Overall the provision of sponsor-event relational information is shown to result in superior memory to the provision of sponsor-specific item information, which is superior to basic sponsor mentions.
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|Item Type:||Journal Article|
|Keywords:||sponsorship, marketing, memory|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2006 Association for Consumer Research.|
|Deposited On:||02 May 2013 07:32|
|Last Modified:||29 Jul 2013 04:25|
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