Emotions and sponsorship marketing

In this article, Charles Bal, M-SMG Research, Pascale G Quester, University of Adelaide, and Stephane Boucher, SponsorClick, argue that the consumers' emotional reactions at a sponsored event will be critical in determining whether the objectives of the sponsor are achieved.

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...

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