Brand evaluations in sponsorship versus celebrity endorsement

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.


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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands