Consumer consideration of sponsor brands they do not remember: taking a wider look at the memorisation effects of sponsorship

Extending findings from advertising to sponsorship, this study evaluates explicit and implicit sponsorship memorisation effects.

Consumer consideration of sponsor brands they do not remember: taking a wider look at the memorisation effects of sponsorship

Jean-Luc Herrmann

Paul Verlaine University, Metz – CEREFIGE research center

Björn Walliser

University of Nancy – CEREFIGE research center

Mathieu Kacha

Paul Verlaine University Metz – CEREFIGE research center

Introduction

More and more studies investigate sponsorship effectiveness in various directions, including sponsor memorisation (e.g. Cornwell et al. 2006), image transfers (e.g. Javalgi et al. 1994), impact on brand equity (e.g. Cornwell et al.2001), buying intentions (e.g. Madrigal 2001), sales (e.g. Verity 2002), corporate wealth (e.g....

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