Please use this identifier to cite or link to this item:
https://hdl.handle.net/2440/54622
Type: | Conference paper |
Title: | Measuring the influence of emotions on attitude toward sponsors |
Author: | Bal, C. Quester, P. Plewa, C. |
Citation: | Australia & New Zealand Marketing Academy Conference (ANZMAC), 2008 : Marketing: Shifting the focus from mainstream to offbeat / D. Spanjaard, S. Denize and N. Sharma (eds.): pp.1-7 |
Publisher: | UWS |
Publisher Place: | CD |
Issue Date: | 2008 |
Conference Name: | Australia and New Zealand Marketing Academy Conference (2008 : Sydney, N.S.W) |
Statement of Responsibility: | Charles Bal, Pascale G. Quester and Carolin Plewa |
Abstract: | Sponsorship often relies on consumers’ affective response to the property. As a result, sponsors are paying increasing attention to this emotional potential. Although the role of emotions has been discussed in the sponsorship literature, empirical research is still lacking about their impact – especially, their valence and intensity – on sponsorship effectiveness. This study addresses this gap by proposing a causal model, incorporating affective variables (emotional intensity and valence) within an emotional process (transfer of affect). Data from a pilot study (n=143), undertaken during the Australian Open 2008, confirm the centrality of emotions in the sponsorship persuasion process, for two of the four studied brands. |
Description (link): | http://pandora.nla.gov.au/pan/25410/20101006-0008/www.anzmac2008.org/_Proceedings/Index.html |
Appears in Collections: | Aurora harvest 5 Business School publications |
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