Mellowing skeptical consumers: An examination of sponsorship-linked advertising

Kelly, Sarah, Coote, Len, Cornwell, T. Bettina and McAlister, Anna (2017) Mellowing skeptical consumers: An examination of sponsorship-linked advertising. International Journal of Sport Communication, 10 1: 58-84. doi:10.1123/ijsc.2016-0099

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Author Kelly, Sarah
Coote, Len
Cornwell, T. Bettina
McAlister, Anna
Title Mellowing skeptical consumers: An examination of sponsorship-linked advertising
Journal name International Journal of Sport Communication   Check publisher's open access policy
ISSN 1936-3915
Publication date 2017-03-01
Year available 2017
Sub-type Article (original research)
DOI 10.1123/ijsc.2016-0099
Open Access Status File (Author Post-print)
Volume 10
Issue 1
Start page 58
End page 84
Total pages 27
Place of publication Champaign, IL, United States
Publisher Human Kinetics
Collection year 2018
Language eng
Formatted abstract
This research provides insight into the complex relationship between consumer response to persuasion attempts and skepticism, suggesting that erstwhile targets may be swayed by campaigns pitched as a form of entertainment. The authors examine consumer responses to an important sponsorship-leveraging tool: sponsorship-linked advertising (SLA). A theoretical model of consumer response to SLA is proposed, drawing on important resistance mechanisms to persuasion, including ad skepticism, attributed advertiser motives, and the nature of thoughts. Results confirm existing research on consumer skepticism suggesting its transitory nature and hence potential for advertisers to strategically temper it through specific cues in ad execution. Differential processing between SLA and traditional advertising is supported, such that SLA elicits more favorable cognitive response.
Keyword Skepticism
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: HERDC Pre-Audit
UQ Business School Publications
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Created: Fri, 31 Mar 2017, 12:57:22 EST by Karen Morgan on behalf of UQ Business School