Emotions and sponsorship marketing. Toward a better understanding of sponsorship persuasion process

Abstract

A considerable body of knowledge has developed in the area of sponsorship, with many authors focusing on the cognitive levers of its related persuasion process. While cognition is certainly relevant to sponsorship success, we argue the need for research into the role played by consumers' emotional response to properties in determining sponsorship outcomes. In this paper, we conceptualise and explain the mediating role of emotions in sponsorship persuasion, whereby two affective variables (emotional intensity and valence) operate within an emotional process (transfer of affect).