Article1998

Brand association and memory decay effects of sponsorship:

Pascale G. Quester · Francis John Farrelly

128 citations0/0 files storedJournal of Product & Brand Management

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Corporate managers often invest in sponsorship as a means of associating a firm, its name or its brands, with a particular sport or event. The strength of that association should therefore be a measure of sponsorship success. In this study, four consecutive years of data collected at the Australian Formula One Grand Prix were used to examine the issue, based on brand recall/association and memory decay as a surrogate indicator of the strength of association. From the literature, several factors were hypothesised to influence positively the strength of brand association and three out of four were confirmed as determinants of this performance indicator. The implications of these findings are considered in the light of sponsorship management practices.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1995Building Strong Brands 1987Dimensions of Consumer Expertise 1985Measuring Consumer Involvement Profiles 1987The Power of Feelings in Understanding Advertising Effects 1981Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?1985Mood States and Consumer Behavior: A Critical Review 1981Attitude toward the AD as a Mediator of Consumer Brand Choice

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