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Session 19 (302 Wayne Morse Suite, White Stag)
1:15-2:00
Jan Drengner, Chemnitz University of Technology
Steffen Jahn, Chemnitz University of Technology
Sponsorship as Value Propositions: Investigating the Effects of Direct and Indirect
Value Co-Creation on Sponsor Brand Relationships and Purchase Intentions
Discussant: Dae-Hee Kwak, University of Michigan
Abstract: Complementing the received view that regards sponsorship a tool to embed sponsor brand
associations in memory, our central premise is that a company’s sponsorship engagement can be
understood as a value proposition to consumers. We contend that activational and nonactivational
communications are linked with the consumption experience in that they can result in (perceived)
direct and indirect consumer value. Analyzing the main sponsor of an international rock music festival
who provided a side event where attendees could experience an interactive photographic tool for
festival-goers, results support our contention that direct and indirect value as results of sponsorship
engagements contribute to sponsorship success. The more direct value the individual co-creates while
consuming the activity and the more he or she believes the sponsorship improves his or her experience,
the more likely is the individual to connect the brand with his or her self and to purchase the sponsor
brand. These effects, however, are moderated by credibility of the sponsorship activity. When this
activity is regarded unreliable and incredible, the positive effects diminish.
Session 20 (346 Turnbull Classroom, White Stag)
1:15-2:00
Monic Chien, University of Queensland
Ravi Pappu, University of Queensland
T. Bettina Cornwell, University of Oregon
Framing Brand Evaluations Through Communication for Sponsorship Portfolio
Adjustment
Discussant: Shiro Yamaguchi, University of Oregon
Abstract: This study examines the effects of sponsorship portfolio communication on inferences
about the sponsor’s brand meaning and attitude toward the sponsor brand. Following the
assumption that individuals’ subjective accessibility experiences provide an informational
function, and act as judgment heuristics, we examine how presentation order of sponsored
properties in a portfolio and the use of visual images influence processing fluency and
subsequent brand evaluations. Hypotheses were tested using two experiments involving
hypothetical sponsorship portfolios using student subjects. Results demonstrate that brand equity
associated with the sponsored properties, underlies the effect of sponsorship presentation order
and, exerts strong influence on individual processing experience. In particular, presentation of a
sports sponsorship first (before a cause sponsorship) in portfolio communication indicates a
logical flow of information, allowing people to grasp the meaning associated with the sponsor
brand more easily. Sports as a communication context also offer a broad associative network to
facilitate information processing compared to the narrower cause context. The current studies
are among the first to demonstrate how brand evaluations are influenced by the manner in which
a sponsorship portfolios is communicated.
2:00 Bus to Nike Campus walking tour – Outside White Stag Couch Street entrance
Return to Hotel Vintage Plaza approximately 6:00