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Article Dans Une Revue European Journal of Marketing Année : 2014

Implicit sponsorship effects for a prominent brand.

Résumé

Purpose – This research seeks to examine the influence of sponsorship on spectators' consideration sets by investigating, in a naturalistic setting, whether sport sponsorship adds a prominent brand to spectators' consideration sets, with and without the explicit memory that the brand is a sponsor. Design/methodology/approach – A field study involved 1,084 visitors to a tennis tournament. For the control group (n=276), the interviews took place before the spectators entered the stadium; interviews with the exposed group (n=808) were conducted after they had attended at least one match. Three hypotheses related to consumer status and consideration set conditions were tested. Findings – Sponsorship can influence the likelihood that a prominent brand becomes part of the consideration set in a naturalistic setting, even without an explicit memory that the brand is a sponsor. This implicit sponsorship effect was limited to the memory-based consideration set of non-consumers of the brand. Originality/value – This study establishes an implicit sponsorship effect for prominent brands in naturalistic environments and contributes to a better understanding of moderating (boundary) conditions.
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Dates et versions

hal-01369860 , version 1 (21-09-2016)

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Jean-Luc Herrmann, Olivier Corneille, Christian Derbaix, Mathieu Kacha, Björn Walliser. Implicit sponsorship effects for a prominent brand.. European Journal of Marketing, 2014, pp.785 - 804. ⟨10.1108/EJM-11-2011-0624⟩. ⟨hal-01369860⟩
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