The sponsorship‐advertising interface: is less better for sponsors?
Abstract
Purpose
The objective of this article is to explore the general idea that there is a limit to the extent to which consumers make goodwill assumptions when sponsorship is used in combination with advertising.
Design/methodology/approach
An experiment was conducted where the number of different sponsorship activities by the same sponsor (i.e. one or two) in a sport event was varied in the context of an ongoing advertising campaign.
Findings
The results show that when brand advertising is used during a sport event, it is more beneficial for the brand to either be the official sponsor of the event or to be the official provider of products that are integrated in the event than to apply these two sponsorship strategies at the same time.
Research limitations/implications
Future studies should be conducted with representative samples of consumers and a larger array of sponsored entities such as different sports events, art events, athletes, and cultural organizations. In addition, these studies should incorporate the measurement of consumers' inferences during exposure to marketing communication stimuli.
Originality/value
The study is the first to explore the sponsorship‐advertising interface in order to provide insights on the conditions under which the combination of these two forms of marketing communication will lead to optimal benefits in terms of brand equity.
Keywords
Citation
Carrillat, F.A. and d'Astous, A. (2012), "The sponsorship‐advertising interface: is less better for sponsors?", European Journal of Marketing, Vol. 46 No. 3/4, pp. 562-574. https://doi.org/10.1108/03090561211202611
Publisher
:Emerald Group Publishing Limited
Copyright © 2012, Emerald Group Publishing Limited