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....