RT Journal Article
SR Electronic
T1 How Corporate Sponsors Can Optimize The Impact of Their Message Content
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 255
OP 269
DO 10.2501/JAR-2015-007
VO 55
IS 3
A1 Francois A. Carrillat
A1 Alain d'Astous
A1 Marie-Pier Charette Couture
YR 2015
UL http://www.journalofadvertisingresearch.com/content/55/3/255.abstract
AB Sponsorship activations can differ either according to their focus (on the brand versus on the event), or their scope (promoting a product versus a corporate image). The purpose of the current study was to investigate the impact of the content of activation messages on sponsorship effectiveness. Statistical analyses supported the authors' proposition that sponsorship activations that are consistent with respect to their focus and their scope are easier for targeted audiences to process. In turn, this enhanced “processability” leads consumers to develop a positive response toward the sponsor.