An investigation of match-up effects in sport sponsorship advertising: The implications of consumer advertising schemas
✍ Scribed by Stephen R. McDaniel
- Publisher
- John Wiley and Sons
- Year
- 1999
- Tongue
- English
- Weight
- 231 KB
- Volume
- 16
- Category
- Article
- ISSN
- 0742-6046
No coin nor oath required. For personal study only.
✦ Synopsis
Statistics show that sponsorship of sports and other events is one of the fastest growing areas of promotion (Ukman, 1995), but the importance of this persuasion strategy is not reflected in the amount of attention it has received in the marketing literature. Although some research has been done in this area, the majority of work has not employed the same theoretical and methodological rigor given other areas of consumer behavior (Cunningham & Taylor, 1995). Some scholars (e.g., Gwinner, 1997; Keller, 1993) have suggested that sponsorship functions like celebrity endorser advertising, where the perceived match (or mismatch) of brand attributes with the endorser's attributes influences consumer response to such marketing communications. One of the theoretical rationales used to explain matchup effects in endorser advertising is a schema-based information processing paradigm (Lynch & Schuler, 1994; Misra & Beatty, 1990). The purpose of the current study was to examine the notion that consumers possess schemas that influence their reactions to advertising leveraging sport sponsorships. The research utilizes a 3 ϫ 2 ϫ 2 factorial design, where three variations of sport sponsorship print ads and two different magazine covers (sport and