The complementarity factor in the leveraging of sponsorship

Carrillat, FA; D'astous, A

The complementarity factor in the leveraging of sponsorship

Carrillat, FA

D'astous, A

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Publication Type:: Journal Article
Citation:: International Journal of Sports Marketing and Sponsorship, 2013, 15 pp. 20 - 39
Issue Date:: 2013-01-01

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Field	Value	Language
dc.contributor.author	Carrillat, FA https://orcid.org/0000-0001-6188-1372	en_US
dc.contributor.author	D'astous, A	en_US
dc.date.issued	2013-01-01	en_US
dc.identifier.citation	International Journal of Sports Marketing and Sponsorship, 2013, 15 pp. 20 - 39	en_US
dc.identifier.issn	1464-6668	en_US
dc.identifier.uri	http://hdl.handle.net/10453/28632
dc.description.abstract	© International Journal of Sports Marketing & Sponsorship. All rights reserved, 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.	en_US
dc.relation.ispartof	International Journal of Sports Marketing and Sponsorship	en_US
dc.title	The complementarity factor in the leveraging of sponsorship	en_US
dc.type	Journal Article
utslib.citation.volume	15	en_US
utslib.for	1505 Marketing	en_US
utslib.for	11 Medical and Health Sciences	en_US
utslib.for	15 Commerce, Management, Tourism and Services	en_US
utslib.for	16 Studies in Human Society	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access
pubs.publication-status	Published	en_US
pubs.volume	15	en_US

Abstract:

© International Journal of Sports Marketing & Sponsorship. All rights reserved, 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.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/28632