Sponsoring et endossement: vers une meilleure compréhension des deux stratégies

Leyla Jaoued-Abassi () and Wyssal Abassi ()
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Leyla Jaoued-Abassi: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Wyssal Abassi: ENIT - Ecole Nationale d'Ingénieurs de Tunis - UTM - Tunis El Manar University [University of Tunis El Manar] [Tunisia] = Université de Tunis El Manar [Tunisie] = جامعة تونس المنار (ar)

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Abstract: Sponsorship and celebrity endorsement are two communication strategies widely used by the advertisers to draw the attention of the consumers and to gain their adhesion to the brand. Despite the growing number of researches treating the two strategies, celebrity endorsement is often assimilated to sponsoring and finds difficulties to be considered as a communication strategy. The objective of this article is to dissipate the confusion between sponsorship and endorsement and to show that each strategy has its own theoretical, conceptual and managerial bases. Sponsorship and endorsement are compared in terms of influence mechanisms, influence methods and influence spectrum.

Keywords: Communication; Sponsorship; Celebrity endorsement; Communication.; Sponsoring; Endossement par les célébrités (search for similar items in EconPapers)
Date: 2008-01-17
Note: View the original document on HAL open archive server: https://hal.science/hal-01128162v1
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Published in Congrès international sur les tendances du marketing, Jan 2008, Venise, Italie

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01128162

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