Spill-over effects in multi-sponsored events: Theoretical insights and empirical evidence
Author(s)
Pentecost, Robin
T. Spence, Mark
Griffith University Author(s)
Year published
2009
Metadata
Show full item recordAbstract
Schema congruency theory suggests that consumers' judgments of a sponsoring firm's brand, such as attitudes toward the brand, are influenced by the degree of similarity or fit between the event and the brand. In short, the better the perceived fit, the more likely that the positive associations one has with the event will transfer to the sponsor's brand. For a variety of reasons nowadays many events are co-sponsored, hence research is required to understand the ramifications that one sponsor may have on perceptions of another sponsor's brand. Within this study we present empirical support that: 1) perceived fit ...
View more >Schema congruency theory suggests that consumers' judgments of a sponsoring firm's brand, such as attitudes toward the brand, are influenced by the degree of similarity or fit between the event and the brand. In short, the better the perceived fit, the more likely that the positive associations one has with the event will transfer to the sponsor's brand. For a variety of reasons nowadays many events are co-sponsored, hence research is required to understand the ramifications that one sponsor may have on perceptions of another sponsor's brand. Within this study we present empirical support that: 1) perceived fit between an event and a sponsor as well as the fit between co-sponsors can be defined on three dimensions; and more importantly, 2) that perceptions of one sponsor spill-over to affect perceptions of another sponsor - an insight of clear practical import. Just as associations between the event and the sponsor influence consumers' perceptions, so do perceived associations between co-sponsors.
View less >
View more >Schema congruency theory suggests that consumers' judgments of a sponsoring firm's brand, such as attitudes toward the brand, are influenced by the degree of similarity or fit between the event and the brand. In short, the better the perceived fit, the more likely that the positive associations one has with the event will transfer to the sponsor's brand. For a variety of reasons nowadays many events are co-sponsored, hence research is required to understand the ramifications that one sponsor may have on perceptions of another sponsor's brand. Within this study we present empirical support that: 1) perceived fit between an event and a sponsor as well as the fit between co-sponsors can be defined on three dimensions; and more importantly, 2) that perceptions of one sponsor spill-over to affect perceptions of another sponsor - an insight of clear practical import. Just as associations between the event and the sponsor influence consumers' perceptions, so do perceived associations between co-sponsors.
View less >
Conference Title
Proceedings of the Tenth International Business Research Conference
Publisher URI
Copyright Statement
Self-archiving of the author-manuscript version is not yet supported by this publisher. For information about this conference please refer to the organiser's website or contact the authors.
Subject
Marketing Theory