The Effectiveness of Sponsorship in Legitimacy Formation: the Moderating Role of Pre-Existing Satisfaction

Barbara Caemmerer, ESSCA School of Management, France
Raluca Mogos Descotes, IUT Charlemagne, Nancy University, France
This study contributes to the extant literature by assessing the effectiveness of sponsorship in the achievement of non-economic objectives, in particular legitimacy formation. It further demonstrates how pre-existing attitudes towards the sponsor, in this case customer satisfaction, moderate the links in the sponsorship model. The third contribution stems from the study context, the largely neglected public sector, which, effectively, sponsors a wide range of regional and local events.
[ to cite ]:
Barbara Caemmerer and Raluca Mogos Descotes (2011) ,"The Effectiveness of Sponsorship in Legitimacy Formation: the Moderating Role of Pre-Existing Satisfaction", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 618-619.