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Implicit sponsorship effects for a prominent brand

Author

Listed:
  • Jean-Luc Herrmann

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Olivier Corneille

    (UCL - Université Catholique de Louvain = Catholic University of Louvain)

  • Christian Derbaix

    (Louvain School of Management - UCL - Université Catholique de Louvain = Catholic University of Louvain)

  • Mathieu Kacha

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Björn Walliser

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

Purpose – This research seeks to examine the influence of sponsorship on spectators' consideration sets by investigating, in a naturalistic setting, whether sport sponsorship adds a prominent brand to spectators' consideration sets, with and without the explicit memory that the brand is a sponsor. Design/methodology/approach – A field study involved 1,084 visitors to a tennis tournament. For the control group (n=276), the interviews took place before the spectators entered the stadium; interviews with the exposed group (n=808) were conducted after they had attended at least one match. Three hypotheses related to consumer status and consideration set conditions were tested. Findings – Sponsorship can influence the likelihood that a prominent brand becomes part of the consideration set in a naturalistic setting, even without an explicit memory that the brand is a sponsor. This implicit sponsorship effect was limited to the memory-based consideration set of non-consumers of the brand. Originality/value – This study establishes an implicit sponsorship effect for prominent brands in naturalistic environments and contributes to a better understanding of moderating (boundary) conditions.

Suggested Citation

  • Jean-Luc Herrmann & Olivier Corneille & Christian Derbaix & Mathieu Kacha & Björn Walliser, 2014. "Implicit sponsorship effects for a prominent brand," Post-Print hal-01369860, HAL.
    • Handle: RePEc:hal:journl:hal-01369860
    DOI: 10.1108/EJM-11-2011-0624
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    Cited by:

    1. Herrmann, Jean-Luc & Kacha, Mathieu & Derbaix, Christian, 2016. "“I support your team, support me in turn!”," Journal of Business Research, Elsevier, vol. 69(2), pages 604-612.

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