Empirical Support For an Item and Relational Conceptualization of Sponsorship

Clinton S. Weeks, University of Queensland
T. Bettina Cornwell, University of Queensland
Michael S. Humphreys, University of Queensland

Empirical Support for an

Item and Relational Conceptualization of Sponsorship

 

Clinton S. Weeks, University of Queensland, Australia

T. Bettina Cornwell, University of Queensland, Australia

Michael S. Humphreys, University of Queensland, Australia

 

 

This paper outlines how commercial sponsorship can be conceptualized using an item and relational information framework, and supports this with empirical data.  The model presented allows for predictions about consumer memory for sponsorship information, and hence has both theoretical and practical value.  Data are reported which show that sponsors considered congruent with an event benefit by providing consumers with sponsor-specific item information, while sponsors considered incongruent benefit by providing sponsor-event relational information.  Overall the provision of sponsor-event relational information is shown to result in superior memory to the provision of sponsor-specific item information, which is superior to basic sponsor mentions.
[ to cite ]:
Clinton S. Weeks, T. Bettina Cornwell, and Michael S. Humphreys (2006) ,"Empirical Support For an Item and Relational Conceptualization of Sponsorship", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 312-313.