Examining the impact of sponsorship portfolio communication on sponsor brand personality

Chien, P. Monica, Cornwell, T. Bettina and Pappu, Ravi (2010). Examining the impact of sponsorship portfolio communication on sponsor brand personality. In: The Proceedings of the 2010 European Conference of The American Academy of Advertising. The American Academy of Advertising (AAA) 2010 European Conference, Milan, Italy, (89-89). 4-6 June 2010.

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Name Description MIMEType Size Downloads
Author Chien, P. Monica
Cornwell, T. Bettina
Pappu, Ravi
Title of paper Examining the impact of sponsorship portfolio communication on sponsor brand personality
Conference name The American Academy of Advertising (AAA) 2010 European Conference
Conference location Milan, Italy
Conference dates 4-6 June 2010
Proceedings title The Proceedings of the 2010 European Conference of The American Academy of Advertising
Place of Publication Richmond, VA, United States
Publisher American Academy of Advertising
Publication Year 2010
Sub-type Published abstract
Open Access Status
ISBN 9780931030406
1537-2243
Start page 89
End page 89
Total pages 1
Collection year 2011
Language eng
Abstract/Summary Existing sponsorship research suggests that consumers use characteristics associated with a sponsorship property to infer the sponsor brand’s image. On the basis of accessibility-diagnosticity theory, we hypothesize that the sequence in which a brand’s multiple sponsorships in a portfolio are communicated will influence sponsor brand’s personality evaluation. Evidence from our experiment demonstrates that the ease-of-retrieval associated with a more recently processed sponsorship increases its diagnosticity and “backward frames” the processing of a previously encoded sponsorship to exert disproportionate impact on sponsor brand personality. The results have implications for the communication strategy regarding how to combine disparate sponsorships in a portfolio.
Subjects 910403 Marketing
150502 Marketing Communications
Q-Index Code EX
Q-Index Status Provisional Code
Institutional Status UQ

Document type: Conference Paper
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Created: Sun, 27 Mar 2011, 16:46:58 EST by Ms Monica Chien on behalf of School of Tourism