Facing the limits of a fully cognitively-based approach of the sponsorship persuasion process, scholars have progressively introduced affective variables to investigate the way sponsorship works. However, if most recognize the emotional content elicited by every sport event, less is known about whether and how it affects sponsorship effectiveness. This study addresses this gap by using the processing efficiency principle to explain how emotional valence affects sponsor memorisation. Data from a pilot study (N=143), undertaken during the Australian Open 2008, confirm that positive emotional response leads to more accurate sponsor memorisation.Charles Bal, Pascale Quester and Carolin Plewahttp://www.duplication.net.au/ANZMAC09/Papers.html#
[eng] Emerging online marketing strategies are an opportunity for the sport sponsorship industry as ...
[[abstract]]The present tendency to market is more on internationalization, when transnational corpo...
The primary purpose of this dissertation was to investigate the effect of emotions derived from the ...
Sponsorship often relies on consumers’ affective response to the property. As a result, sponsors are...
Copyright © 2009 Henry Stewart Publications LLPA considerable amount of research has investigated th...
Over the last 30 years, sport sponsorship has become a privileged tool for companies willing to add ...
A considerable body of knowledge has developed in the area of sponsorship, with many authors focusin...
PURPOSE – The purpose of this paper is to investigate the effects of emotional valence and intensity...
A considerable body of knowledge has developed in the area of sponsorship, with many authors focusin...
The expanding role of sponsorship in the communications mix has generated increased attention to, de...
Sponsorship of sporting teams and events has become an increasingly popular form of corporate and br...
textAs sport teams with strong brands can enjoy a loyal fan base as well as increased gate revenue, ...
Sports sponsorship is a marketing tool that is frequently used by companies to reach a wide audience...
International audienceExtending findings from advertising to sponsorship, this study evaluates expli...
The study was designed to examine consumers’ involvement, emotions, and attitude towards a sponsored...
[eng] Emerging online marketing strategies are an opportunity for the sport sponsorship industry as ...
[[abstract]]The present tendency to market is more on internationalization, when transnational corpo...
The primary purpose of this dissertation was to investigate the effect of emotions derived from the ...
Sponsorship often relies on consumers’ affective response to the property. As a result, sponsors are...
Copyright © 2009 Henry Stewart Publications LLPA considerable amount of research has investigated th...
Over the last 30 years, sport sponsorship has become a privileged tool for companies willing to add ...
A considerable body of knowledge has developed in the area of sponsorship, with many authors focusin...
PURPOSE – The purpose of this paper is to investigate the effects of emotional valence and intensity...
A considerable body of knowledge has developed in the area of sponsorship, with many authors focusin...
The expanding role of sponsorship in the communications mix has generated increased attention to, de...
Sponsorship of sporting teams and events has become an increasingly popular form of corporate and br...
textAs sport teams with strong brands can enjoy a loyal fan base as well as increased gate revenue, ...
Sports sponsorship is a marketing tool that is frequently used by companies to reach a wide audience...
International audienceExtending findings from advertising to sponsorship, this study evaluates expli...
The study was designed to examine consumers’ involvement, emotions, and attitude towards a sponsored...
[eng] Emerging online marketing strategies are an opportunity for the sport sponsorship industry as ...
[[abstract]]The present tendency to market is more on internationalization, when transnational corpo...
The primary purpose of this dissertation was to investigate the effect of emotions derived from the ...