Memory of Sponsorship-Linked Marketing Communications

T. Bettina Cornwell, Michael S. Humphreys, Emerald A. Quinn and Anna R. McAlister

SAGE Open, 2012, vol. 2, issue 4, 2158244012468139

Abstract: Corporate sponsorship value is brought into question when false recognition of foils suggests confusion regarding true sponsors. While an indicator of confusion, recognition false alarms do not tell the entire story regarding memory for sponsor-event relationships. Two free recall experiments show relatively good memory for sponsors and also that under certain conditions, the mention of direct competitors can actually facilitate recall of true sponsors and events. The findings point to the importance of understanding the memory-based characteristics of measurement as well as to the memory-supported decision-making tasks that sponsorship information might eventually influence.

Keywords: communication; psychology; memory; recall; recognition; events; marketing; advertising; sponsorship; sports; art; cause (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:2:y:2012:i:4:p:2158244012468139

DOI: 10.1177/2158244012468139

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