How corporate sponsors can optimize the impact of their message content: Mastering the message – Improving the processability and effectiveness of sponsorship activation

Carrillat, FA; D'Astous, A; Couture, MPC

How corporate sponsors can optimize the impact of their message content: Mastering the message – Improving the processability and effectiveness of sponsorship activation

Carrillat, FA

D'Astous, A Couture, MPC

Permalink

Publication Type:: Journal Article
Citation:: Journal of Advertising Research, 2015, 55 (3), pp. 255 - 269
Issue Date:: 2015-09-22

Closed Access

	Filename	Description	Size
	Carrillat_OptimizingActivationMessages.pdf	Published Version	1.67 MB	Adobe PDF	View/Open

Copyright Clearance Process

Recently Added
In Progress
Closed Access

This item is closed access and not available.

Full metadata record

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.contributor.author	Couture, MPC	en_US
dc.date.issued	2015-09-22	en_US
dc.identifier.citation	Journal of Advertising Research, 2015, 55 (3), pp. 255 - 269	en_US
dc.identifier.issn	0021-8499	en_US
dc.identifier.uri	http://hdl.handle.net/10453/43349
dc.description.abstract	© Advertising Research Foundation 2015. Sponsorship activations can differ either according to their focus (on the brand versus on the event), or their scope (promoting a product versus a corporate image). The purpose of the current study was to investigate the impact of the content of activation messages on sponsorship effectiveness. Statistical analyses supported the authors’ proposition that sponsorship activations that are consistent with respect to their focus and their scope are easier for targeted audiences to process. In turn, this enhanced "processability" leads consumers to develop a positive response toward the sponsor.	en_US
dc.relation.ispartof	Journal of Advertising Research	en_US
dc.relation.isbasedon	10.2501/JAR-2015-007	en_US
dc.subject.classification	Marketing	en_US
dc.title	How corporate sponsors can optimize the impact of their message content: Mastering the message – Improving the processability and effectiveness of sponsorship activation	en_US
dc.type	Journal Article
utslib.citation.volume	3	en_US
utslib.citation.volume	55	en_US
utslib.for	1505 Marketing	en_US
utslib.for	2001 Communication and Media Studies	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.declined	2016-03-22T14:50:24.972+1100
pubs.deleted	2016-03-22T14:50:24.972+1100
pubs.issue	3	en_US
pubs.publication-status	Published	en_US
pubs.volume	55	en_US

Abstract:

© Advertising Research Foundation 2015. Sponsorship activations can differ either according to their focus (on the brand versus on the event), or their scope (promoting a product versus a corporate image). The purpose of the current study was to investigate the impact of the content of activation messages on sponsorship effectiveness. Statistical analyses supported the authors’ proposition that sponsorship activations that are consistent with respect to their focus and their scope are easier for targeted audiences to process. In turn, this enhanced "processability" leads consumers to develop a positive response toward the sponsor.

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

http://hdl.handle.net/10453/43349