Articlegreen2019

Less “Sponsorship As Advertising” and More Sponsorship-Linked Marketing As Authentic Engagement

112 citations0/0 files storedJournal of Advertising

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

Abstract

Sponsorship is an established marketing communications platform that takes many forms. In terms of objectives and measurement, sponsorship has functioned like advertising for decades. The current work argues that the potential of sponsorship to support consumer engagement for both the sponsor and sponsee has been underdeveloped and underresearched. Given this thesis, following an overview of the background and importance of sponsorship, the potential of sponsoring to further brand engagement is examined. A sponsorship engagement model based on authenticity is proposed, adoption of this model is discussed, and relevant research questions are suggested.

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References

2011Customer Engagement 2010Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers 2012Customer Engagement: Exploring Customer Relationships Beyond Purchase 2016Customer engagement: the construct, antecedents, and consequences 2011Brand Love 2010Demystifying customer brand engagement: Exploring the loyalty nexus 1995Measuring customer‐based brand equity 2010Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value

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