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|Title:||Measuring the influence of emotions on attitude toward sponsors|
|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|
|Conference Name:||Australia and New Zealand Marketing Academy Conference (2008 : Sydney, N.S.W)|
|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.|
|Appears in Collections:||Business School publications|
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