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Type: Conference paper
Title: Measuring the influence of emotions on attitude toward sponsors
Author: Bal, C.
Quester, P.
Plewa, C.
Citation: Australia & New Zealand Marketing Academy Conference (ANZMAC), 2008 : Marketing: Shifting the focus from mainstream to offbeat / D. Spanjaard, S. Denize and N. Sharma (eds.): pp.1-7
Publisher: UWS
Publisher Place: CD
Issue Date: 2008
Conference Name: Australia and New Zealand Marketing Academy Conference (2008 : Sydney, N.S.W)
Statement of
Charles Bal, Pascale G. Quester and Carolin Plewa
Abstract: Sponsorship often relies on consumers’ affective response to the property. As a result, sponsors are paying increasing attention to this emotional potential. Although the role of emotions has been discussed in the sponsorship literature, empirical research is still lacking about their impact – especially, their valence and intensity – on sponsorship effectiveness. This study addresses this gap by proposing a causal model, incorporating affective variables (emotional intensity and valence) within an emotional process (transfer of affect). Data from a pilot study (n=143), undertaken during the Australian Open 2008, confirm the centrality of emotions in the sponsorship persuasion process, for two of the four studied brands.
RMID: 0020084994
Description (link):
Appears in Collections:Business School publications

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