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. Miyazaki & Morgan 2001) and employee motivation (e.g. Grimes & Meenaghan 1998). Across this broad array of sponsor objectives, memorisation and awareness consistently rank among the most important (Abratt et al. 1987; Chadwick & Thwaites 2005), and ample evidence confirms that spectators are conscious, at least to a certain extent, of the brands that sponsor an event (e.g. Cuneen & Hannan 1993; Deimel 1993; Pitts 1998). Considerable efforts attempt to identify and better understand the factors that drive explicit sponsorship memorisation. Variables that influence explicit sponsorship memorisation can be broadly categorised into five groups: the conditions of exposure; the product; the message; the target characteristics; and the sponsorship integration (see Cornwell & Maignan 1998; Walliser 2003; Cornwell 2008).