Brand evaluations in sponsorship versus celebrity endorsement

Oliver Schnittka, Julian Hofmann, Marius Johnen, Carsten Erfgen, and Zeinab Rezvani

Prior research conceptually assumes that sponsorships might have a stronger impact on brand attitude than do celebrity endorsements primarily due to the more indirect and less commercial intent to persuade.

Introduction

Brand managers often attempt to strengthen and enrich their brands by different marketing communication strategies such as linking the brands to entities with strong and favourable knowledge structures in consumers' minds, including sponsors and celebrities (Keller, 2003; Kumar & Gupta, 2016). Previous studies demonstrate positive effects of sponsorships (e.g., Clark et al., 2009; Pope et al., 2009; Jensen, 2017; Tsordia et al., 2018) and celebrity endorsements (e.g., Till & Busler, 2000; Ding et al., 2011; Nicolau & Santa-Maria, 2013; Attia & Attia, 2017) on outcomes such as brand awareness, brand attitude, purchase intention, and brand loyalty. Recent reports reveal...

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