Articlegreen2013

Quantifying the positive effects of sponsor level, length, prominence and relatedness on recall and residual recall rates over time

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

Abstract

This study is the first multi-year examination of the relative influence of the four main variables said to influence sponsorship recall. Sponsor recall data were collected from season ticket holders (STHs) of 10 professional sports teams, over periods ranging from 3 to 5 years per team. Across those teams and over that time, 309 sponsor–team relationships were examined, and sponsor recall data from over 117,000 individual STHs were collected. Sponsorship length and level were shown to have the strongest impact on recall, followed by relatedness and prominence. These variables affected both the recall of current sponsors and the decay rates of residual recall following the end of a sponsorship. The average rates of sponsor recall growth and decline have been derived from these data, giving managers a tool by which to benchmark sport sponsorship recall performance.

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References

1979A Paradigm for Developing Better Measures of Marketing Constructs 1961A Model for Predictive Measurements of Advertising Effectiveness 2000Determinants of Sports Sponsorship Response 1961A Model for Predictive Measurements of Advertising Effectiveness 2003An international review of sponsorship research: extension and update 2003Corporate sponsorship of a cause: the role of identification in purchase intent 1991Sponsorship and the Image of the Sponsor 1999Relatedness, Prominence, and Constructive Sponsor Identification

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2018Sponsorship of the 2016 Rio Olympic Games: An Empirical Examination of the Reactions to Local Sponsors and Rival Brands 2018An Examination of Employees’ Response to Sponsorship: The Role of Team Identification 2016Don't be one more logo on the back of the T-shirt: Optimizing sponsorship recall

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