An examination of the effect of sponsorship stimuli on consumer perceptions of concrete and abstract brand attributes

Brown, M., Pope, N. K. L. and Voges, K. (2003). An examination of the effect of sponsorship stimuli on consumer perceptions of concrete and abstract brand attributes. In: G. Geursen, R. Kennedy and M. Tolo, ANZMAC2003 Proceedings: A Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution. ANZMAC 2003, Adelaide, South Australia, (229-236). 1-3 December 2003.

Author Brown, M.
Pope, N. K. L.
Voges, K.
Title of paper An examination of the effect of sponsorship stimuli on consumer perceptions of concrete and abstract brand attributes
Conference name ANZMAC 2003
Conference location Adelaide, South Australia
Conference dates 1-3 December 2003
Proceedings title ANZMAC2003 Proceedings: A Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution
Place of Publication Adelaide, Australia
Publisher The University of South Australia
Publication Year 2003
Sub-type Fully published paper
Open Access Status
ISBN 0868039837
Editor G. Geursen
R. Kennedy
M. Tolo
Start page 229
End page 236
Total pages 8
Collection year 2003
Language eng
Abstract/Summary A Solomon four-group experiment, controlling for order effects, examined the effect of a sponsorship stimulus on consumers’ perceptions of concrete and abstract brand attributes. Results for this study suggested that consumers who are aware of an association between an event sponsorship and a brand demonstrate more favorable perceptions of abstract brand attributes than those who are unaware of such an association. The same favourable perceptions were not found for concrete brand attributes.
Subjects E1
350204 Marketing and Market Research
720401 Marketing
Keyword Branding
Sponsorship
Consumer perceptions
Abstract brand attributes
Q-Index Code E1

 
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Created: Fri, 24 Aug 2007, 13:03:01 EST