The complementarity factor in the leveraging of sponsorship

The complementarity factor stipulates that a sponsorship leveraging strategy can lead to suboptimal consumer responses unless advertising complements, rather than reinforces, the nature of the event-sponsor relationship. Study 1 showed that the best strategy when the sponsor is an official product p...

Full description

Saved in:
Bibliographic Details
Published in:International journal of sports marketing & sponsorship 2013-10, Vol.15 (1), p.20-34
Main Authors: Carrillat, Francois A, d'Astous, Alain
Format: Article
Language:English
Subjects:
Analysis
Corporate sponsorship
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:The complementarity factor stipulates that a sponsorship leveraging strategy can lead to suboptimal consumer responses unless advertising complements, rather than reinforces, the nature of the event-sponsor relationship. Study 1 showed that the best strategy when the sponsor is an official product provider for the event is to leverage the sponsorship through advertisements that emphasise its overall image and value as opposed to its products. However, the reverse is true when the sponsor is an official event partner, where a product-oriented sponsorship leveraging yields the best outcomes. Study 2 replicated the complementarity factor effect using a different event and different set of stimulus brands. It showed that consumer attributions, with respect to the sponsor's motivations, are the key mediating psychological mechanism.
ISSN:1464-6668
DOI:10.1108/ijsms-15-01-2013-b003