How Corporate Sponsors Can Optimize the Impact of Their Message Content: Mastering the Message – Improving the Processability and Effectiveness of Sponsorship Activation

Sponsorship activations can differ either according to their focus (on the brand versus on the event), or their scope (promoting a product versus a corporate image).

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...

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