Testing the assumptions of concert sponsorship: Does the performer impact purchase intentions?

Sandipan Sen, Sudipto Sarkar, Amy Watson and Jie G. Fowler

Journal of Global Scholars of Marketing Science, 2025, vol. 35, issue 3, 240-259

Abstract: Previous research examines the appropriateness or acceptability of sponsoring organizations with concert themes, as well as the role of celebrity spokespersons in shaping businesses. Few studies have investigated the impact of a “performing act” (e.g. singer, band) on sponsoring brands. As a result, this study seeks to fill a gap in the existing concert promotion literature by assessing whether the performing act (singer/band) transfers any of their characteristics to the sponsoring brands, resulting in a positive brand image among concert attendees. Based on survey data collected on-site from 138 concert attendees from multiple concerts, regression analysis was used to test The Halo Effect of the artist/band specifically, and the overall concert experience generally, on brand likability, product favorability, product pleasure, and purchase intentions. Results show that, while there are significant differences between males and females, brand likability, product favorability, and product pleasure are central mechanisms to sponsorship success.

Date: 2025
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DOI: 10.1080/21639159.2025.2501035

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