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the brand. Hypothesized is that affect towards the sponsored event and cognition of the sponsor
would drive affect towards the brand. Data was collected through a six-phase, field experimental
survey study conducted at a major college football bowl game. Results did not confirm the
MacKenzie et al study; rather, the relationship between affect for the sponsored property with
affect for the sponsor is mediated by cognition of the sponsor. Other findings include that the
sponsor’s activations, when moderated by affect toward the team, have a significant impact on
brand cognition.
Break (350 Shirley Papé Forum - Turnbull Center, Third Floor White Stag)
10:30-10:45
Session 15 (302 Wayne Morse Suite, White Stag)
10:45-11:30
Frank Veltri, Metro State College Denver
Vish Iyers, University of Northern Colorado
John Miller, Troy University
Consumer Recognition of Product Endorsement by Professional Athletes: A
Revisit after 15 years
Discussant: Russ Lacey, Xavier University
Abstract: Marketing practitioners spend hundreds of millions of dollars each year
using endorsers in advertising campaigns. However, the endorsement process is
complex, involving the interactions of source, product, message, and situational factors.
This paper reports the results of a research project designed to reexamine one
component of the endorsement process: consumer recognition of products endorsed by
professional athletes. Overall, our findings confirm that identifying an athlete endorser
and product is an important determinant of both athlete and practitioners. As more and
more athletes are being utilized as endorsers for various products, it is important to
investigate be impact of these endorsements on outcomes that relate to consumer
recognition as well as the endorsed brands. Michael Jordan received the highest
recognition rate in this study for both sport and products endorsed.
Session 16 (346 Turnbull Classroom, White Stag)
10:45-11:30
Bob Madrigal, University of Oregon
Jesse King, Oregon State University
Oh, Now I Get It: Making Sense of Incongruent Sponsor-Event Partnerships
Discussant: Steffen Jahn, Chemnitz University of Technology
Abstract: As marketers increasingly attempt to connect with customers through
sponsorships, they run the risk of creating confusion by forming partnerships that are
difficult to understand. The present research investigates the mechanics that underlie
consumers’ understanding of sponsorship congruence across two studies. The results of
the first study indicate that sponsorships emphasizing shared functional (vs. abstract)
characteristics produce greater perceived fit, increased elaboration, and higher ratings
of associative strength among naturally congruent sponsorship pairings. The second
study investigates less congruent sponsorships and finds that activation triggers help to
articulate the sponsorship relationship and improve perceived fit.