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"Brought to you by Brand A and Brand B" Investigating Multiple Sponsors' Influence On Consumers' Attitudes Toward Sponsored Events

Journal of advertising, 2003-10, Vol.32 (3), p.19-30 [Peer Reviewed Journal]

Copyright Taylor & Francis Group, LLC 2003 ;Copyright 2003 American Academy of Advertising ;Copyright American Academy of Advertising Fall 2003 ;ISSN: 0091-3367 ;EISSN: 1557-7805 ;DOI: 10.1080/00913367.2003.10639139 ;CODEN: JOADD7

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  • Title:
    "Brought to you by Brand A and Brand B" Investigating Multiple Sponsors' Influence On Consumers' Attitudes Toward Sponsored Events
  • Author: Ruth, Julie A. ; Simonin, Bernard L.
  • Subjects: Advertising ; Advertising research ; Attitudes ; Brand equity ; Brands ; Cigarettes ; Consumer advertising ; Consumer attitudes ; Consumer research ; Consumers ; Corporate sponsorship ; Marketing ; Olympic games ; Political attitudes ; Professional soccer ; Social stigma ; Sponsorship ; Studies
  • Is Part Of: Journal of advertising, 2003-10, Vol.32 (3), p.19-30
  • Description: Events, arts programs, and civic activities are oftentimes sponsored by more than one company/brand. In contrast to the interest in multiple-brand marketing activities in other areas of research (e.g., bundling, brand alliances, cooperative advertising), multiple-brand effects in sponsorship have been the subject of neither theoretical attention nor empirical research. This paper seeks to address this gap by investigating the impact of multiple sponsors on consumer evaluationsof the sponsored event.Priorattitudestoward the sponsors,the presence orabsence of a controversial/stigmatized product, the sponsor'snationality (domestic versus foreign), and product complementarity are explored in an experimental setting and demonstrate a twofold effectof a controversial sponsoron attitudestoward the event.Sponsor brand nationality and complementarity of products also affect consumers' attitudes toward the event. Implications for future research on multiple-brand sponsorship and marketer intentions are discussed.
  • Publisher: Abingdon: Routledge
  • Language: English
  • Identifier: ISSN: 0091-3367
    EISSN: 1557-7805
    DOI: 10.1080/00913367.2003.10639139
    CODEN: JOADD7
  • Source: ProQuest One Psychology
    ProQuest Central
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