Interference effects in competitive sponsorship clutter
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Carrillat, François A
d’Astous, Alain
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Abstract
This article examines the effects on consumers’ attitudes of the concurrent exposure of competitive brands sponsoring different properties during an event (i.e., sponsoring an event vs. the athletes participating in this event), thus creating a competitive sponsorship clutter. In contrast with previous research having examined interference effects in advertising, the results of this research reveal that in a sponsorship setting, clutter effects on consumer responses depend on perceived sponsor–sponsee congruence and do not result from deeper information processing. More precisely, it was found that whereas the evaluation of a congruent sponsoring brand is negatively affected by clutter, the impact of clutter on attitude toward an incongruent sponsor is positive. In addition, articulating the sponsorship was shown to decrease the negative effects of clutter. Implications for research and practice are derived from these findings.
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Psychology & Marketing
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35
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12
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© 2018 Wiley Periodicals, Inc. This is the peer reviewed version of the following article: Boeuf, B; Carrillat, FA;, d’Astous, A, Interference effects in competitive sponsorship clutter, Psychology & Marketing, 2018, 35 (12), pp. 968-979, which has been published in final form at http://doi.org/10.1002/mar.21149. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. This article may not be enhanced, enriched or otherwise transformed into a derivative work, without express permission from Wiley or by statutory rights under applicable legislation. Copyright notices must not be removed, obscured or modified. The article must be linked to Wiley’s version of record on Wiley Online Library and any embedding, framing or otherwise making available the article or pages thereof by third parties from platforms, services and websites other than Wiley Online Library must be prohibited.
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Boeuf, B; Carrillat, FA; d’Astous, A, Interference effects in competitive sponsorship clutter, Psychology & Marketing, 2018, 35 (12), pp. 968-979