Effet de levier du parrainage sur l’efficacité d’une action de marketing direct

Jean-Luc Herrmann (), Christian Derbaix and Mathieu Kacha ()
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Jean-Luc Herrmann: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Christian Derbaix: LACC - Laboratoire d 'Analyse du Comportement du Consommateur - FUCAM - Facultés Universitaires Catholiques de Mons
Mathieu Kacha: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Abstract: Up to now, no research has investigated the leveraging effects of sponsoring in other marketing activities as far as behaviors are concerned, despite a strong call in the sponsorship literature and the fact that behavior is a crucial variable for managers. A state of the art review highlights this important knowledge gap. To reduce this gap an experimental design, in a natural setting, was implemented. More clearly stated, a promotional mailing, bringing up (or not) a sponsor's status of a stores chain, was sent to 1,270 supporters as well as 1,270 non supporters of the sponsored team. Their actual behaviors, e.g. visits of the sponsor's stores and purchases, were tracked during 3 weeks in 28 outlets. Results clearly show that this leveraging activity, i.e. mentioning the sponsor's status on the promotional mailing, impacts patronizing behaviors of the sponsor's stores and purchases for the supporters but not for the non-supporters, stressing thus the key role of consumers' attachment with the sponsored entity.

Keywords: sponsoring; leveraging; mailing; behavioral responses; parrainage; effet de levier; publipostage; réponses comportementales (search for similar items in EconPapers)
Date: 2018-08
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Published in Revue Française de Gestion, 2018, 44 (275), pp.77-94. ⟨10.3166/rfg.2018.00266⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02169783

DOI: 10.3166/rfg.2018.00266

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