Sponsorship, Ambushing, and Counter-Strategy: Effects upon Memory for Sponsor and Event

Autor/inn/en	Humphreys, Michael S.; Cornwell, T. Bettina; McAlister, Anna R.; Kelly, Sarah J.; Quinn, Emerald A.; Murray, Krista L.
Titel	Sponsorship, Ambushing, and Counter-Strategy: Effects upon Memory for Sponsor and Event
Quelle	In: Journal of Experimental Psychology: Applied, 16 (2010) 1, S.96-108 (13 Seiten) PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1076-898X
DOI	10.1037/a0018031
Schlagwörter	Foreign Countries; Activities; Contracts; Corporate Support; Competition; Association (Psychology); Deception; Cues; Recall (Psychology); Memory; Inhibition; Communications; Visual Aids; Relationship; Marketing; Organizations (Groups); Consumer Economics; Attitudes; Australia + Suchen Sie Ihr Suchwort? Ausland; Vertrag; Wettkampf; Assoziation; Täuschung; Stichwort; Abberufung; Gedächtnis; Hemmung; Nachrichtenwesen; Anschauungsmaterial; Wechselbeziehung; Konsumökonomie; Attitude; Einstellung; Verhalten; Australien
Abstract	Corporate sponsorship of sports, causes, and the arts has become a mainstream communications tool worldwide. The unique marketing opportunities associated with major events also attract nonsponsoring companies seeking to form associations with the event (ambushing). There are strategies available to brands and events which have been ambushed; however, there is only limited information about the effects of those strategies on attainment of sponsorship objectives. In Experiment 1, university staff and students participated by studying paragraphs linking a sponsor to a novel event. Relative to each sponsor-event pair, they then studied one of three different messages about a competitor. Results find a message which linked the competitor and the event increased competitor recall given the event as a cue and event recall given the competitor as a cue. These effects were moderated if there was information about the competitor not being the sponsor. In Experiment 2 ambushing and counter-ambushing information was presented over 2 days. Both types of messages increased competitor recall given the event as a cue and event recall given the competitor as a cue. In addition, "not sponsor" information was not always used even when it should have been recallable. The results can be explained if participants are using three cues: a specific cue such as a brand name, a contextual cue, and a category cue, such as the concept of an event. Findings suggest to sponsoring firms and event properties that counter-ambushing communications may have the unintended effect of strengthening an ambusher-event relationship in memory. (Contains 4 tables and 2 figures.) (As Provided).
Anmerkungen	American Psychological Association. Journals Department, 750 First Street NE, Washington, DC 20002-4242. Tel: 800-374-2721; Tel: 202-336-5510; Fax: 202-336-5502; e-mail: order@apa.org; Web site: http://www.apa.org/publications
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10