How Corporate Sponsors Can Optimize the Impact of Their Message Content: Mastering the Message – Improving the Processability and Effectiveness of Sponsorship Activation
Francois A. Carrillat
University of Technology Sydney, Business School
Alain d'Astous
HEC Montréal
Marie-Pier Charette Couture
Nikon Optical Canada
MANAGEMENT SLANT
- Two characteristics of sponsorship activation (focus on brand versus event; product scope versus corporate scope) were investigated in an experiment, using real video stimuli in which 720 adult consumers participated.
- Sponsorship evaluation is optimized when the focus and the scope of the activation message both aim at fostering the commercial interest of the sponsor, or when...