Implicit sponsorship effects for a prominent brand

Jean-Luc Herrmann (), Olivier Corneille, Christian Derbaix, Mathieu Kacha () and Björn Walliser ()
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Jean-Luc Herrmann: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Olivier Corneille: UCL - Université Catholique de Louvain = Catholic University of Louvain
Christian Derbaix: Louvain School of Management - UCL - Université Catholique de Louvain = Catholic University of Louvain
Mathieu Kacha: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Björn Walliser: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Abstract: Purpose – This research seeks to examine the influence of sponsorship on spectators' consideration sets by investigating, in a naturalistic setting, whether sport sponsorship adds a prominent brand to spectators' consideration sets, with and without the explicit memory that the brand is a sponsor. Design/methodology/approach – A field study involved 1,084 visitors to a tennis tournament. For the control group (n=276), the interviews took place before the spectators entered the stadium; interviews with the exposed group (n=808) were conducted after they had attended at least one match. Three hypotheses related to consumer status and consideration set conditions were tested. Findings – Sponsorship can influence the likelihood that a prominent brand becomes part of the consideration set in a naturalistic setting, even without an explicit memory that the brand is a sponsor. This implicit sponsorship effect was limited to the memory-based consideration set of non-consumers of the brand. Originality/value – This study establishes an implicit sponsorship effect for prominent brands in naturalistic environments and contributes to a better understanding of moderating (boundary) conditions.

Keywords: Sport sponsorship; Sponsor memorisation; Implicit sponsorship effects; Stimulus-based and memory-based consideration sets; Consumer status; Field study (search for similar items in EconPapers)
Date: 2014
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Published in European Journal of Marketing, 2014, pp.785 - 804. ⟨10.1108/EJM-11-2011-0624⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01369860

DOI: 10.1108/EJM-11-2011-0624

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