Brand association and memory decay effects of sponsorship: The case of the Australian Formula One Grand Prix

Journal of Product & Brand Management

Volumn 7, Issue 6, 1998, Pages 539-556

  Quester, Pascale ^a   Farrelly, Francis ^b  

^a UNIVERSITY OF ADELAIDE   (Australia)

^b MONASH UNIVERSITY   (Australia)

Author keywords

Brand image; Corporate image; Involvement; Marketing strategy; Product management; Sponsorship

Indexed keywords

EID: 84986131261     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610429810244693     Document Type: Article

References (54)

1. Aaker, D.A. (1996), Building Strong Brands, The Free Press, New York, NY.
2. Ackerman, R. (1993), “An examination of the role of sponsorship in firms”, unpublished Honours Thesis, University of New South Wales.
3. Alba, J.W. and Hutchinson, J.W. (1987), “Dimensions of consumer expertise”, Journal of Consumer Research, Vol. 13, March, pp. 411-54.
4. Armstrong, C. (1988), “Sports sponsorship: a case-study approach to measuring its effectiveness”, European Research, Vol. 16 No. 2, pp. 97-103.
5. B&T Weekly (1997), “Westpac Bank on 2000 Games”, January 10, p. 7.
6. Bello, D.C. and Holbrook, M.B. (1995), “Does an absence of brand equity generalize across product classes?”, Journal of Business Research, Vol. 34, pp. 125-31.
7. Benveniste, F. and Piquet, S. (1993), La Pratique du Parrainage, Librairie Vuibert, Paris.
8. Berger, I.E. (1992), “The role of time in the action of the consumer”, Journal of Consumer Research, Vol. 17, pp. 289-302.
9. Berger, I.E. and Mitchell, A.A. (1989), “The nature of attitude accessibility and attitude confidence: a triangulated experiment”, Journal of Consumer Psychology, Vol. 1, pp. 103-23.
10. Burke, M. and Edell, J. (1989), “The power of feelings in understanding advertising effects”, Journal of Consumer Research, Vol. 14, December, pp. 421-33.
11. Commercial Economic Advisory Service of Australia (CEASA) (1996), Advertising Expenditures in Main Media, Sydney.
12. Cook, T. and Campbell, D. (1979), Quasi-Experimentation: Design and Analysis Issues for Field Settings, Rand McNally College Publications, Chicago, IL.
13. Cornwell, B. (1995), “Sponsorship-linked marketing development”, Sports Marketing Quarterly, Vol. 4 No. 4, pp. 13-24.
14. de Chernatony, L. and McWilliam, G, (1990), “Appreciating brands as assets through using a two dimensional model”, International Journal of Advertising, Vol. 9 No 2, pp. 111-19.
15. Farrelly, F., Quester, P.G. and Burton, R. (1997), “Integrating sports sponsorship into the corporate marketing function - an international comparative study”, International Marketing Review, September, pp. 14-33.
16. Feldwick, P. (1996), “Do we really need ‘brand equity’?”, Journal of Brand Management, Vol. 4 No. 1, pp. 9-28.
17. Fox, C. (1996), “Fair games: no more ambushes”, The Australian Financial Review, August 20, p. 25.
18. Gardial, S. and Biehal, G. (1991), “Evaluative and factual advertising claims, knowledge level, and making inferences”, Marketing Letters, Vol. 2, pp. 349-58.
19. Gardner, M. (1985), “Mood states and consumer behaviour: a critical review”, Journal of Consumer Research, Vol. 12, December, pp. 281-300.
20. Gardner, M.P. and Shuman, P.J. (1987), “Sponsorship: an important component of the promotions mix”, Journal of Advertising, Vol. 16, pp. 11-17.
21. Golberg, M.E. and Gorn, G.J. (1987), “Happy and sad TV programs: how they affect reactions to commercials”, Journal of Consumer Research, Vol. 14, December, pp. 387-403.
22. Grdovic, S. (1992), “An evaluation of corporate sponsorship”, unpublished Honours Thesis, Syme Department of Marketing, Monash University, Melbourne, Australia.
23. Gwinner, K. (1997), “A model of image creation and image transfer in event sponsorship”, International Marketing Review, Vol. 14 No. 3, pp. 145-58.
24. Harris, T. (1993), The Marketer's Guide to Public Relations, John Wiley & Sons, New York, NY.
25. Hastings, G. (1984), “Sponsorship works differently from advertising”, International Journal of Advertising, Vol. 3 No. 2, pp. 171-6.
26. Heckler S.E. and Childers, T.L. (1992), “The role of expectancy and relevancy in memory for verbal and visual information: what is incongruency?”, Journal of Consumer Research, Vol. 18, pp. 475-92.
27. IEG Sponsorship Report (1996), Sponsorship Spending in North America, IEG Inc., Chicago, IL.
28. Irwin, R. and Asimakopoulos, M. (1992), “An approach to the evaluation and selection of sport sponsorship proposals”, Sport Marketing Quarterly, Vol. 1 No. 2, pp. 43-51.
29. Johnson, R.W. (1981), “An application of Helson's adaptation-level theory to the problem of context in television advertising”, Dissertation Abstracts International, Vol. 42 No. 2, p. 439a.
30. Kamins, M.A., Marks, L.J. and Skinner, D. (1991), “Television commercial evaluation in the context of program induced mood: congruency versus consistency effects”, Journal of Advertising, Vol. 20 No. 2, pp. 1-14.
31. Keller, K.L. (1993), “Conceptualizing, measuring, and managing customer-based brand equity”, Journal of Marketing, Vol. 57, January, pp. 1-22.
32. Kroeber-Riel, W. (1979), “Activation research: psychobiological approaches to consumer research”, Journal of Consumer Research, Vol. 5, March, pp. 240-50.
33. Laurent, G. and Kapferer, J.N. (1985), “Measuring consumer involvement profiles”, Journal of Marketing Research, Vol. 22, February, pp. 41-53.
34. McDonald, C. (1991), “Sponsorship and the image of the sponsor”, European Journal of Marketing, Vol. 25 No. 11, pp. 31-8.
35. Marshall, S. and Cooke, G. (1992), “The corporate (sports) sponsor”, The International Journal of Advertising, Vol. 11 No. 4, pp. 307-24.
36. Meenaghan, T. (1994), “Ambush marketing: immoral or imaginative practice?”, Journal of Advertising Research, Vol. 34, pp. 77-88.
37. Mick, D.G. (1992), “Levels of subjective comprehension in advertising processing and their relations to ad perceptions, attitudes, and memory”, Journal of Consumer Research, Vol. 18, pp. 411-24.
38. Mitchell, A.A. and Olson, J.C. (1981), “Are product attribute beliefs the only mediator of advertising effects on brand attitude?”, Journal of Marketing Research, Vol. 18, August, pp. 318-32.
39. Mundorf, N., Zillman, D and Drew, D. (1991), “The impact of comparative advertising on levels of message involvement”, The Journal of Advertising, Vol. 8 No. 2, pp. 17-21.
40. Parker, K. (1991), “Sponsorship: the research contribution”, European Journal of Marketing, Vol. 25 No. 11, pp. 25-30.
41. Puto, C.P. and Wells, W.D. (1984), “Informational and transformational advertising: the differential effects of time”, Advances in Consumer Research, Vol. 11, pp. 572-6.
42. Quester, P.G. (1996), “Sponsorship effectiveness: a case of mistaken identity”, Asia Pacific Advances in Consumer Research, Vol. 2, pp. 13-18.
43. Quester, P.G. (1997), “Awareness as a measure of sponsorship effectiveness: the Adelaide Formula One Grand Prix and evidence of incidental ambush effects”, Journal of Marketing Communications, Vol. 3 No. 2, pp. 1-20.
44. Rajaretnam, J. (1992), “The long-term effects of sponsorship on corporate and product image”, Proceedings of the Sponsorship Europe Conference, Monte Carlo, December, pp. 216-37.
45. Ray, M.L. and Batra, R. (1983), “Emotion and persuasion in advertising: what we do and don’t know about affect”, Advances in Consumer Research, Vol. 10, pp. 534-48.
46. Rossiter, J. and Percy, L. (1997), Advertising Communications and Promotion Management, McGraw-Hill, New York, NY.
47. Sandler, D. and Shani, D. (1989), “Olympic sponsorship versus ‘ambush’ marketing: who gets the gold?”, Journal of Advertising Research, Vol. 29, August/September, pp. 9-14.
48. Shimp, T.A. (1981), “Attitude toward the ad as a mediator of consumer brand choice”, Journal of Advertising, Vol. 10 No. 2, pp. 9-15.
49. Shoebridge, N. (1998), “Where the value lies in sports sponsorship”, Business Review Weekly, March 23, pp. 65-6.
50. Singh, S.N. and Hitchon, J.C. (1989), “The intensifying effects of exciting television programs on the reception of subsequent commercials”, Psychology of Marketing, Vol. 6, pp. 1-31.
51. Sparks, R. (1995), “Rethinking media evaluation: tobacco sponsorship messages and narrative conventions in motorsport telecasts”, paper presented to the World Marketing Congress, Monash University, Melbourne, July 5-7.
52. Sullivan, G.L. (1990), “Music format effects in radio advertising”, Psychology of Marketing, Vol. 7, pp. 97-108.
53. Walliser, B. (1994), “Les déterminants de la mémorisation des sponsors”, Proceedings de la Deuxième Journée de recherche de L’AFM, CERIAM, Chambery, March, pp. 47-68.
54. Wright, R. (1988), “Measuring awareness of British football sponsorship”, European Research, Vol. 16 No. 2, pp. 104-8.