Sponsorship-Linked Marketing: The Role of Articulation in Memory
Loading...
Date
2006-12
Authors
Cornwell, T. Bettina
Humphreys, Michael S.
Maguire, Angela M.
Weeks, Clinton S.
Tellegen, Cassandra L.
Journal Title
Journal ISSN
Volume Title
Publisher
Journal of Consumer Research, Inc.
Abstract
Corporate sponsorship of events contributes significantly to marketing aims, including
brand awareness as measured by recall and recognition of sponsor-event
pairings. Unfortunately, resultant advantages accrue disproportionately to brands
having a natural or congruent fit with the available sponsorship properties. In three
cued-recall experiments, the effect of articulation of sponsorship fit on memory for
sponsor-event pairings is examined. While congruent sponsors have a natural
memory advantage, results demonstrate that memory improvements via articulation
are possible for incongruent sponsor-event pairings. These improvements
are, however, affected by the presence of competitor brands and the way in which
memory is accessed.
Description
10 p.
Keywords
Corporate sponsorship, Branding (Marketing), Brand name products
Citation
Journal of Consumer Research, Inc., Vol. 33, December 2006, pp. 312-321