A Theoretical Framework for Analysis of Image Transfer in Multiple Sponsorships

Abstract

Despite the growing importance of sponsorship as a marketing communication function, little is known about how consumers process this information in their brand assessment. Although many scholars have sought to provide theoretical explanations about the cognitive processing of sponsorship stimuli and the effects on brand evaluation, most research has focused on single sponsorships. This paper offers a theoretical framework in the form of a three stage, image transfer process to explore the effects of multiple sponsorships on brand image. Unlike previous image creation research, it is proposed that exposure to a brand’s other sponsorships develops an interactive effect which exerts impact on evaluations of current event-sponsor associations. It is posited that congruence between sponsorships will moderate the magnitude of interactive effect, thus enhancing or impeding the event-sponsor image association.

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