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

Learn More →

Memorization of sport sponsorship activities: the case of the German Bundesliga

Memorization of sport sponsorship activities: the case of the German Bundesliga Purpose – The purpose of this paper is to investigate the impact on consumers' memory for sponsor brands while watching sport broadcasts as a function of TV exposure and brand preconditions. Design/methodology/approach – A quasi‐experimental lab study was conducted to detect the drivers of sponsor memorization during German Bundesliga TV broadcasts. Findings – The accurate memorization depends on both exposure variables and sponsor brand preconditions. While the quantity of exposure produces additional recall the amount of on screen clutter significantly affects memory in a negative direction. Brand familiarity and previous brand purchase behavior also influence recall probability. Research limitations/implications – In order to develop the research further, the sample size should be extended to represent various customer segments. Moreover, this research has a focus on football, therefore it would be interesting to investigate if the same effects hold true for other sports. Practical implications – Counting seconds of logo exposure and combining these with audience reach too narrowly considers the complexity of sponsorship evaluation. Marketing managers also need to take into account the amount of clutter on screen, i.e. the number of competing sponsors, as well as their brand preconditions. Originality/value – Most research on sponsor memorization has been conducted in the field, lacking control for the independent exposure measures. Within this study, the impact of refined exposure variables was tested in a controlled lab setting. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sport Business and Management An International Journal Emerald Publishing

Memorization of sport sponsorship activities: the case of the German Bundesliga

Loading next page...
 
/lp/emerald-publishing/memorization-of-sport-sponsorship-activities-the-case-of-the-german-HUXglV8zBT

References (19)

Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
2042-678X
DOI
10.1108/20426781111162684
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to investigate the impact on consumers' memory for sponsor brands while watching sport broadcasts as a function of TV exposure and brand preconditions. Design/methodology/approach – A quasi‐experimental lab study was conducted to detect the drivers of sponsor memorization during German Bundesliga TV broadcasts. Findings – The accurate memorization depends on both exposure variables and sponsor brand preconditions. While the quantity of exposure produces additional recall the amount of on screen clutter significantly affects memory in a negative direction. Brand familiarity and previous brand purchase behavior also influence recall probability. Research limitations/implications – In order to develop the research further, the sample size should be extended to represent various customer segments. Moreover, this research has a focus on football, therefore it would be interesting to investigate if the same effects hold true for other sports. Practical implications – Counting seconds of logo exposure and combining these with audience reach too narrowly considers the complexity of sponsorship evaluation. Marketing managers also need to take into account the amount of clutter on screen, i.e. the number of competing sponsors, as well as their brand preconditions. Originality/value – Most research on sponsor memorization has been conducted in the field, lacking control for the independent exposure measures. Within this study, the impact of refined exposure variables was tested in a controlled lab setting.

Journal

Sport Business and Management An International JournalEmerald Publishing

Published: Oct 11, 2011

Keywords: Germany; Sport sponsoring; Sponsorship effectiveness; TV exposure; Sponsor memorization; Consumer behaviour; Brands; Logos

There are no references for this article.