Emotions and sponsorship marketing
Charles Bal, Pascale G. Quester and Stéphane Boucher
Everyone remembers Zidane's head-butt during the 2006 FIFA World Cup final ... but who are the football fans, marketers apart, who could spontaneously recall that event's main sponsors?
Sponsorship marketing is a platform upon which a sponsor may present a commercial or corporate message. In the case of sport partnership, this platform is made of tension, suspense, surprise, satisfaction and disappointment. Which all constitute a mix of raw emotions.
Research has demonstrated that consumers can be more aware of the communication context than of...