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Type: Conference paper
Title: When happiness rhymes with sponsorship effectiveness: An investigation into how emotional valence influences sponsor memorisation
Author: Bal, C.
Quester, P.
Plewa, C.
Citation: Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Annual Conference, 2009: pp.1-8
Publisher: Monash University
Publisher Place: Australia
Issue Date: 2009
Conference Name: ANZMAC Conference (2009 : Melbourne, Australia)
Statement of
Charles Bal, Pascale Quester and Carolin Plewa
Abstract: Facing the limits of a fully cognitively-based approach of the sponsorship persuasion process, scholars have progressively introduced affective variables to investigate the way sponsorship works. However, if most recognize the emotional content elicited by every sport event, less is known about whether and how it affects sponsorship effectiveness. This study addresses this gap by using the processing efficiency principle to explain how emotional valence affects sponsor memorisation. Data from a pilot study (N=143), undertaken during the Australian Open 2008, confirm that positive emotional response leads to more accurate sponsor memorisation.
Keywords: Emotion
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Appears in Collections:Aurora harvest
Business School publications

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