The company you keep: An analysis of the effects of concurrent sponsorship on consumer-focused outcomes of sponsorship

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Abstract

Although concurrent sponsorship situations are ubiquitous in practice, the interplay of simultaneously visible sponsors has received very little attention in the literature on sponsorship-linked marketing to date. Environments in which consumers are exposed to messages from more than one sponsor are significantly more complex than simple sponsor-sponsee dyads. While to date the presence of concurrently visible sponsors has typically been seen as a threat to sponsoring brands that could divert consumers’ attention under certain conditions, sponsors may also stand to profit from the incidental exposure of co-sponsors.
This dissertation seeks to contribute to the literature on the effects of concurrent sponsorship environments by providing a comprehensive analysis of the effects on consumer-focused sponsorship outcomes. Chapter 2 examines how the visual properties of concurrent sponsors influence visual attention to sponsor signage. The results indicate that the effectiveness of visual sponsorship messages is directly influenced by the visual properties of concurrently visible sponsors’ signage. Greater levels of visual contrast increase viewer attention for sponsor signage. Chapters 3 and 4 focus on the further processing of sponsor information. The findings provide evidence for a direct influence of concurrent sponsors on the sponsor through a spillover of brand associations, brand-related feelings, and brand attitude.
Original languageEnglish
Place of PublicationKöln
PublisherDeutsche Sporthochschule Köln
Number of pages40
Publication statusPublished - 2020

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