Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Sports sponsorship, spectator recall and false consensus

Sports sponsorship, spectator recall and false consensus Sports Sports sponsorship, spectator sponsorship, spectator recall recall and false consensus Roger Bennett Department of Business Studies, London Guildhall University, London, UK Keywords Advertising, Brands, Consumer behaviour, Sport, Sponsorship Abstract Zajonc's mere exposure hypothesis plus a variant of the Ross false consensus theorem were tested on samples of UK football (soccer) supporters categorised according to their frequency of attendance at three London football grounds. Spectator recall of sponsors' and other advertising business's posters (billboards) around the perimeters of playing pitches was measured and the level of false consensus (i.e. belief that team sponsors' brands are purchased by far higher proportions of, first, fellow supporters and, second, members of the general public than is actually the case) was assessed. Substantial mere exposure and false consensus effects were noted. Introduction Sponsorship is an important tool of marketing communication that seeks to achieve favourable publicity for a company and/or its brands within a certain target audience via the support of an activity not directly linked to the company's normal business. It is an indirect form of promotion: the company or brand name is incidental to the event being watched or the person supported by the sponsoring firm. A large amount of sponsorship http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Sports sponsorship, spectator recall and false consensus

Bennett, Roger
European Journal of Marketing , Volume 33 (3/4): 23 – Apr 1, 1999
Download PDF
23 pages

Loading next page...
 
/lp/emerald-publishing/sports-sponsorship-spectator-recall-and-false-consensus-K7lBZ8xcf5

References (31)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0309-0566
DOI
10.1108/03090569910253071
Publisher site
See Article on Publisher Site

Abstract

Sports Sports sponsorship, spectator sponsorship, spectator recall recall and false consensus Roger Bennett Department of Business Studies, London Guildhall University, London, UK Keywords Advertising, Brands, Consumer behaviour, Sport, Sponsorship Abstract Zajonc's mere exposure hypothesis plus a variant of the Ross false consensus theorem were tested on samples of UK football (soccer) supporters categorised according to their frequency of attendance at three London football grounds. Spectator recall of sponsors' and other advertising business's posters (billboards) around the perimeters of playing pitches was measured and the level of false consensus (i.e. belief that team sponsors' brands are purchased by far higher proportions of, first, fellow supporters and, second, members of the general public than is actually the case) was assessed. Substantial mere exposure and false consensus effects were noted. Introduction Sponsorship is an important tool of marketing communication that seeks to achieve favourable publicity for a company and/or its brands within a certain target audience via the support of an activity not directly linked to the company's normal business. It is an indirect form of promotion: the company or brand name is incidental to the event being watched or the person supported by the sponsoring firm. A large amount of sponsorship

Journal

European Journal of Marketing – Emerald Publishing

Published: Apr 1, 1999

There are no references for this article.