Modeling the Effects of Sponsorship-Linked Marketing: When Does Memory Matter? |
| |
Authors: | Laurence DeGaris Stephen R McDaniel |
| |
Institution: | 1. University of Indianapolis, Indianapolis, Indiana, USA;2. University of Maryland, College Park, Maryland, USA |
| |
Abstract: | The current study examined the mediating and moderating roles of sponsorship-linked marketing on the relationships among cognitive, affective, and behavioral sponsor evaluations. A panel of National Association for Stock Car Auto Racing (NASCAR) fans (N = 249) participated in an online survey, and the survey included multi-item scales including sponsor-brand recognition, consumer perceptions of property-based articulation, sponsorship-themed advertising, sponsorship-themed promotion, sponsor attitude, and purchase intention. Visit to sponsors' exhibits experience was incorporated as a moderator. This study provides empirical support for the full mediating role of sponsorship-linked marketing efforts in leveraging high levels of sponsor brand recognition into more desirable brand outcomes. |
| |
Keywords: | event experience sponsorship sponsorship effectiveness sponsorship-linked marketing |
|
|