Please use this identifier to cite or link to this item: http://hdl.handle.net/2440/55782
Type: Journal article
Title: Event-related emotions: A key metric to assess sponsorship effectiveness
Author: Bal, C.
Quester, P.
Plewa, C.
Citation: Journal of Sponsorship, 2009; 2(4):367-378
Publisher: Henry Stewart Publications LLP
Issue Date: 2009
ISSN: 1754-1360
Statement of
Responsibility: 
Charles Bal, Pascale Quester and Carolin Plewa
Abstract: A considerable amount of research has investigated the cognitive aspects of the sponsorship persuasion process. While cognition is relevant to sponsorship success, research is also needed into the role played by consumers' emotional response to properties in determining sponsorship outcomes. To further that aim, this paper first suggests distinguishing sports-related emotions from non-sports-related emotions, as they differ both in terms of nature and effects. After discussing the potential consequences of the former type of emotions on the sponsorship persuasion process, the paper presents a series of case studies illustrating how sponsors can leverage the latter type of emotions.
Keywords: sponsorship; emotions; effectiveness; attitudinal outcomes; recall
Description: Copyright © 2009 Henry Stewart Publications LLP
RMID: 0020094629
Appears in Collections:Business School publications

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