ABSTRACT
Sponsorship activations can differ either according to their focus (on the brand versus on the event), or their scope (promoting a product versus a corporate image). The purpose of the current study was to investigate the impact of the content of activation messages on sponsorship effectiveness. Statistical analyses supported the authors' proposition that sponsorship activations that are consistent with respect to their focus and their scope are easier for targeted audiences to process. In turn, this enhanced “processability” leads consumers to develop a positive response toward the sponsor.
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Vol 55 Issue 3
