How the Citi Olympic sponsorship strategy uses the knowledge of the elaboration likelihood model
John A Fortunato ()
Additional contact information
John A Fortunato: Fordham University
Journal of Financial Services Marketing, 2016, vol. 21, issue 1, 76-85
Abstract The Elaboration Likelihood Model (ELM) explains that the individual involvement in a product category will motivate a person to evaluate brand messages in that product category more critically. This article claims that sponsorship is the ideal promotional communication method to apply the ELM principles. Sponsors should be using the knowledge of the ELM that explains how consumers evaluate messages when developing their activation programs and television commercials. The article provides an example how Citi has developed its Olympic activation program and television commercials to appeal to both high and low involvement product category customers. Citi promoted its mobile app and the Citi Thank You Visa card brand features to try to appeal to high involvement product category consumers, while promoting its Olympic brand association and its corporate social responsibility ‘Every Step of the Way’ initiative to try to appeal to low involvement product category consumers.
Keywords: sponsorship activation; elaboration likelihood model; corporate social responsibility; Olympics; Citi (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed
Downloads: (external link)
http://link.springer.com/10.1057/fsm.2016.2 Abstract (text/html)
Access to the full text of the articles in this series is restricted.
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:pal:jofsma:v:21:y:2016:i:1:d:10.1057_fsm.2016.2
Ordering information: This journal article can be ordered from
Access Statistics for this article
Journal of Financial Services Marketing is currently edited by Tina Harrison
More articles in Journal of Financial Services Marketing from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla ().