Emotion and Sponsorship: Case of Television Sponsorship

Faouzia Mida and Imed Zaiem

International Journal of Management, Accounting and Economics, 2015, vol. 2, issue 4, 325-338

Abstract: Sponsorship is a mode of communication that has led to the emergence of a growing body of literature. Most studies on sponsorship focused on the latter’s effectiveness yet were limited to the study of the influence of individual and situational variables. It was only recently that research on sponsorship had developed an interest in emotions. Some authors have addressed this issue from an empirical standpoint. The present article attempts to examine the impact of emotional reactions to a sponsored program on consumer behavior in terms of the attitude towards the brand and the purchase intention. The empirical study focused on the case of television sponsorship and specifically on sports programs in Tunisia. A survey was conducted on a sample of 200 individuals. The results show the positive effect of emotions on attitude towards the brand and the purchase intention.

Keywords: Attitude; intention; emotion; sponsorship (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.ijmae.com/article_115482_7b21e10f7ae4b62fe4f6bcdc175acb0c.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:air:journl:v:2:y:2015:i:4:p:325

DOI: 10.5281/zenodo.17277868

Access Statistics for this article

More articles in International Journal of Management, Accounting and Economics from International Journal of Management, Accounting and Economics
Bibliographic data for series maintained by Dr. Behzad Hassannezhad Kashani ().