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    Residual brand awareness following the termination of a long-term event sponsorship and the appointment of a new sponsor

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    Authors
    Mason, Roger B.
    Cochetel, Fabrice
    Issue Date
    2006
    
    Metadata
    Show full item record
    Abstract
    This study examined brand awareness after a change in sponsor and audience perceptions about the sponsors and the event before and after the change. A survey of the audience at a surfing event was conducted. The findings were that the original sponsor maintained high awareness levels with the audience, particularly awareness of the previously sponsored event, thereby supporting the proposition that long‐term sponsorship supports long‐term brand awareness. Secondly, the research found that a change in sponsorship does not necessarily lead to changes in respondents' perceptions of the event. Thirdly, the research showed that there was a mismatch in the values of the original sponsor and the event, whereas the current sponsor had a closer match with the event's values. Sponsorships change fairly frequently and it would be of interest to sponsors to know the extent to which benefits continue to accrue after they have stopped sponsoring an event. Since almost no research has been carried out on residual awareness and awareness decay, this paper should contribute to knowledge about the cessation of sponsorships, as well as to the broader field of sponsorship knowledge.
    Citation
    Journal of Marketing Communications, 12(2): 125-144
    Publisher
    Routledge (Taylor & Francis)
    URI
    http://hdl.handle.net/2436/18718
    DOI
    10.1080/13527260600630450
    Additional Links
    https://www.tandfonline.com/doi/abs/10.1080/13527260600630450
    Type
    Journal article
    Language
    en
    Description
    Metadata only
    ISSN
    13527266
    14664445
    ae974a485f413a2113503eed53cd6c53
    10.1080/13527260600630450
    Scopus Count
    Collections
    Faculty of Social Sciences

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