Emotions and sponsorship - A key to global effectiveness? A comparative study of Australia and France

Purpose – The purpose of this paper is to investigate the effects of emotional valence and intensity on sport sponsorship attitudinal outcomes, across two culturally different samples from Australia and France.Design/methodology/approach – Based on a multidisciplinary literature review of the emotional phenomenon, research hypotheses are proposed and empirically tested against two samples exposed to two comparable major sport events in Australia and France.Findings – Data reveal that Australian and French spectators' emotional responses differ in terms of valence, but not in terms of intensity. This initial difference, in turn, impacts the effect of emotional responses on sponsorship attitudinal outcomes. The more positive are sport‐related emotions, the stronger their impact on the sponsorship persuasion process. The proposed mediating effect of attitude towards the event is partially supported.Research limitations/implications – The results are limited by the small sample size and the inherent bias of t...

[1]  L. Pitt,et al.  Corporate Objectives in Sports Sponsorship , 1987 .

[2]  Julie A. Edell,et al.  The Impact of Feelings on Ad-Based Affect and Cognition , 1989 .

[3]  Rajshekhar G. Javalgi,et al.  Awareness of Sponsorship and Corporate Image: An Empirical Investigation , 1994 .

[4]  Bob T. W. Wu,et al.  The effects of pleasure and arousal on recall of advertisements during the Super Bowl , 2001 .

[5]  H. Stipp.  The impact of Olympic sponsorship on corporate image , 1996 .

[6]  R. Zajonc.  Attitudinal effects of mere exposure. , 1968 .

[7]  A. d’Astous,et al.  Consumer evaluations of sponsorship programmes , 1995 .

[8]  Björn Walliser.  An international review of sponsorship research: extension and update , 2003 .

[9]  P. Ekman.  Are there basic emotions? , 1992, Psychological review.

[10]  Richard J. Davidson,et al.  Seven sins in the study of emotion: Correctives from affective neuroscience , 2003, Brain and Cognition.

[11]  Alain Ferrand,et al.  Image management in sport organisations: the creation of value , 1999 .

[12]  G. Bower.  How might emotions affect learning , 1992 .

[13]  M. Holbrook,et al.  Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising , 1987 .

[14]  Marsha L. Richins.  Measuring Emotions in the Consumption Experience , 1997 .

[15]  Dorothy Rowe.  The meaning of emotion. , 2005, Journal of health organization and management.

[16]  R. Dale Wilson,et al.  Television Programming and Its Influence on Viewers' Perceptions of Commercials: The Role of Program Arousal and Pleasantness , 1995 .

[17]  R. Batra,et al.  Affective Responses Mediating Acceptance of Advertising , 1986 .

[18]  Sandipa Dublish,et al.  Brand recall and brand preference at sponsored golf and tennis tournaments , 1999 .

[19]  Sejung Marina Choi,et al.  CONGRUENCE EFFECTS IN SPONSORSHIP: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive , 2004 .

[20]  Michel Desbordes,et al.  Marketing du sport , 2018 .

[21]  J. Russell,et al.  An approach to environmental psychology , 1974 .

[22]  Ingrid Poncin,et al.  La mesure des réactions affectives en marketing : évaluation des principaux outils , 2005 .

[23]  Pascale G. Quester,et al.  Attitudinal Effects of Combined Sponsorship and Sponsor's Prominence on Basketball in Europe , 2001, Journal of Advertising Research.

[24]  J.-M. Aurifeille.  Proposition d'une méthode de mesure du halo affectif en marketing , 1991 .

[25]  J. Cacioppo,et al.  The Effects of Involvement on Responses to Argument Quantity and Quality: Central and Peripheral Routes to Persuasion , 1984 .

[26]  Isabelle Maignan,et al.  An International Review of Sponsorship Research , 1998 .

[27]  D. A. Kenny,et al.  The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. , 1986, Journal of personality and social psychology.

[28]  Prithviraj Chattopadhyay,et al.  Do Consumers Seek Emotional Situations: the Need For Emotion Scale , 1995 .

[29]  Grant Mccracken.  Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process , 1989 .

[30]  Sverre Riis Christensen.  Measuring Consumer Reactions to Sponsoring Partnerships Based upon Emotional and Attitudinal Responses , 2006 .

[31]  Antonio R. Damasio,et al.  Spinoza avait raison : joie et tristesse, le cerveau des émotions , 2003 .

[32]  E. Rolls.  The Brain and Emotion , 2000 .

[33]  Éric Lombardot.  Nudité et publicité : impact de l'utilisation de personnes nues en communication persuasive sur la formation des attitudes des consommateurs , 2004 .

[34]  J. Eaton,et al.  Building Brand Image Through Event Sponsorship: The Role of Image Transfer , 1999 .

[35]  Investigating the Influence of a Joint Sponsorship of Rival Teams on Supporter Attitudes and Brand Preferences , 2006 .

[36]  K. Poels,et al.  How to Capture the Heart? Reviewing 20 Years of Emotion Measurement in Advertising , 2006 .

[37]  Robert Madrigal,et al.  Social identity effects in a belief–attitude–intentions hierarchy: Implications for corporate sponsorship , 2001 .

[38]  Jim Crimmins,et al.  Sponsorship: from management ego trip to marketing success , 1996 .

[39]  Erik L. Olson,et al.  The effects of peripheral exposure to information on brand preference , 2003 .

[40]  L. Warlop,et al.  Présentation et applications des mesures implicites de restitution mémorielle en marketing , 2005 .

[41]  Prashanth U. Nyer,et al.  The role of emotions in marketing , 1999 .

[42]  M. Pham,et al.  Effects of Involvement, Arousal, and Pleasure on the Recognition of Sponsorship Stimuli , 1992 .

[43]  A. Isen,et al.  The Influence of Positive Affect on Decision Making and Cognitive Organization , 1984 .

[44]  M. Mcluhan.  Understanding Media: The Extensions of Man , 1964 .

[45]  R. Zajonc.  Feeling and thinking : Preferences need no inferences , 1980 .

[46]  P. Quester,et al.  Advertising and Promotion Leverage on Arts Sponsorship Effectiveness , 2001, Journal of Advertising Research.

[47]  K. Gwinner,et al.  A model of fan identification: antecedents and sponsorship outcomes , 2003 .

[48]  Roger Bennett,et al.  Sports sponsorship, spectator recall and false consensus , 1999 .

[49]  R. Speed,et al.  Determinants of sports sponsorship response , 2000 .

[50]  R. Zajonc,et al.  Affective and Cognitive Factors in Preferences , 1982 .