Event-related emotions: A key metric to assess sponsorship effectiveness

Abstract

A considerable amount of research has investigated the cognitive aspects of the sponsorship persuasion process. While cognition is relevant to sponsorship success, research is also needed into the role played by consumers' emotional response to properties in determining sponsorship outcomes. To further that aim, this paper first suggests distinguishing sports-related emotions from non-sports-related emotions, as they differ both in terms of nature and effects. After discussing the potential consequences of the former type of emotions on the sponsorship persuasion process, the paper presents a series of case studies illustrating how sponsors can leverage the latter type of emotions.