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for high -) congruence brands. Two experiments confirm that CSR perception mediates positive
effects of CSR-linked sponsorship on brand credibility and behavioral intentions for lowcongruence
brands, whereas no such effect exists for high-congruence brands. Empirical
evidence from a field study of World Cup soccer provides support for the differences in the
effects of a CSR-linked sponsorship strategy on sport spectators’ behavioral intentions between
high- and low-congruence brands. The study derives theoretical and practical implications for
sponsorship and CSR business research.
Break (142/144 White Stag)
3:45-4:00
Session 9 (142/144 White Stag)
4:00-4:45
Angeline Close, Texas at Austin
Russ Lacey, Xavier University
T. Bettina Cornwell, University of Oregon
Sponsors Courting Viewers in Tennis: Visual Processing, Need for Cognition in Evaluating
Event Sponsorships
Discussant: David Boush, University of Oregon
Abstract: Corporate sponsorships of events, such as sport, communicate primarily through visual
elements. In fact, sponsorship has been noted as an impoverished media in terms of message
development and communication. Thus, visual processing becomes important in understanding
the potential of event sponsorship. In the context of tennis, the authors examine visual processing
of a title sponsor’s logo placement. A field survey of event attendees demonstrates that
individual differences in visual processing and need for cognition play a role in the perception of
event quality and perceived fit of the event with the sponsor. Structural model results show how
attendees who are visual processors high in need for cognition are more likely to notice the
sponsor, think about how it fits with the event, and in turn have enhanced attitudes and intentions
towards both the event and sponsor. Results provide scholars and managers with a better
understanding of the role of individual differences in visual processing and need for cognition
play in effective sponsorship and event marketing.
Session 10 (150 White Stag)
4:00-4:45
Elisabeth Wolfsteiner, University of Vienna
Reinhard Grohs, University of Innsbruck
Udo Wagner, University of Vienna
An Experimental Investigation of Sponsorship Effectiveness in the Presence of
Ambush Marketing
Discussant: Tatjana Konig, HTW Saarland – University of Applied Sciences
Abstract: Sport sponsorship is an important marketing communication tool, and stakes in
sponsorship deals have become high. Therefore, sponsors want their investments to be effective
and protected from competitors, that is, ambush marketers’ attacks. Still, very little is known
how ambush marketing relates to correct sponsor identification and false identification of
ambush marketers as sponsors. This stock-taking study investigates levels of sponsor and
ambusher recall and recognition in experimental settings, controlling for the presence/absence of