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Understanding Long-Term Effects of Sports Sponsorship: Role of Experience, Involvement, Enthusiasm and Clutter

93 citations0/0 files storedInternational Journal of Sports Marketing and Sponsorship

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Sports, Gender, and Society

Abstract

An empirical investigation based on 222 sports fans of a university basketball team finds that sports enthusiasm and the mere exposure to sponsorship stimuli is positively associated with the awareness of event sponsors. In addition, the findings reveal the negative impact of advertising and sponsorship clutter on individuals' recall and recognition of sponsors.

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1951Coefficient Alpha and the Internal Structure of Tests 1980Feeling and thinking: Preferences need no inferences.1992Advances in Consumer Research 1965The Impact of Television Advertising: Learning Without Involvement 1982Affective and Cognitive Factors in Preferences 1998An International Review of Sponsorship Research 1983Characteristics of Adopters and Non-Adopters of Home Computers 1983Commercial Sponsorship

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2017Why Do Marketing Relationships End? Findings From an Integrated Model of Sport Sponsorship Decision-Making 2005A Social Identities Perspective on the Effects of Corporate Sport Sponsorship on Employees 2012The effects of sports sponsorship: A review and research agenda 2011A Bibliometric Study of Citations to Sport Management and Marketing Journals 2010Art for the Sake of the Corporation 2016The ties that bind us: feelings of social connectedness in socio-emotional experiences

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