When happiness rhymes with sponsorship effectiveness: An investigation into how emotional valence influences sponsor memorisation
Date
2009
Authors
Bal, C.
Quester, P.
Plewa, C.
Editors
Advisors
Journal Title
Journal ISSN
Volume Title
Type:
Conference paper
Citation
Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Annual Conference, 2009: pp.1-8
Statement of Responsibility
Charles Bal, Pascale Quester and Carolin Plewa
Conference Name
ANZMAC Conference (2009 : Melbourne, Australia)
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.