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Sponsoring et endossement : vers une meilleure compréhension des deux stratégies

Author

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  • Leyla Jaoued-Abassi

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Wyssal Abassi

    (ENIT - Ecole Nationale d'Ingénieurs de Tunis - UTM - Université de Tunis El Manar)

Abstract

Sponsorship and celebrity endorsement are two communication strategies widely used by the advertisers to draw the attention of the consumers and to gain their adhesion to the brand. Despite the growing number of researches treating the two strategies, celebrity endorsement is often assimilated to sponsoring and finds difficulties to be considered as a communication strategy. The objective of this article is to dissipate the confusion between sponsorship and endorsement and to show that each strategy has its own theoretical, conceptual and managerial bases. Sponsorship and endorsement are compared in terms of influence mechanisms, influence methods and influence spectrum.

Suggested Citation

  • Leyla Jaoued-Abassi & Wyssal Abassi, 2008. "Sponsoring et endossement : vers une meilleure compréhension des deux stratégies," Post-Print hal-01128162, HAL.
    • Handle: RePEc:hal:journl:hal-01128162
    Note: View the original document on HAL open archive server: https://hal.science/hal-01128162
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    References listed on IDEAS

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    1. Mitchell, Deborah J & Kahn, Barbara E & Knasko, Susan C, 1995. "There's Something in the Air: Effects of Congruent or Incongruent Ambient Odor on Consumer Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(2), pages 229-238, September.
    2. Richins, Marsha L, 1991. "Social Comparison and the Idealized Images of Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(1), pages 71-83, June.
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