Empirical support for an item and relational conceptualization of sponsorship

Weeks, Clinton, Cornwell, Bettina, & Humphreys, Michael (2006) Empirical support for an item and relational conceptualization of sponsorship. In Pechmann, Cornelia & Price, Linda (Eds.) 33rd Annual Conference of the Association for Consumer Research, Association for Consumer Research , Antonio, TX, pp. 312-313.

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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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ID Code: 59626
Item Type: Conference Paper
Refereed: Yes
ISBN: 9780915552573
ISSN: 0098-9258
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 02 May 2013 23:08
Last Modified: 02 May 2013 23:08

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