An examination of the effect of sponsorship stimuli on consumer perceptions of concrete and abstract brand attributes
MetadataShow full item record
A Solomon four-group experiment, controlling for order effects, examined the effect of a sponsorship stimulus on consumers’ perceptions of concrete and abstract brand attributes. Results for this study suggested that consumers who are aware of an association between an event sponsorship and a brand demonstrate more favorable perceptions of abstract brand attributes than those who are unaware of such an association. The same favourable perceptions were not found for concrete brand attributes.
Celebration of ehrenberg and bass: marketing discoverties, knowledge and contribution
© The Author(s) 2003. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).