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Sponsorship and the Elaboration Likelihood Model: BMW's 2014 Winter Olympic brand strategy

Author

Listed:
  • Fortunato, John A.

    (Fordham University School of Business, USA)

Abstract

This paper demonstrates that the Elaboration Likelihood Model is a plausible theoretical framework for explaining the unique opportunities that sponsors have to form a brand association, develop an activation programme and create television commercials to appeal to both the high and low-involvement product category consumer. The assumptions put forth in the Elaboration Likelihood Model are applied to the sponsorship strategy of 2014 Winter Olympic sponsor, BMW. The findings of this case study show that the Elaboration Likelihood Model guides BMW's sponsorship activation strategy as well as its creative television commercial strategy. BMW appeals to high-involvement product category consumers by emphasising brand features and appeals to low-involvement product category consumers through its brand association with the Olympics. An appeal based on a brand association is only possible if a company is a sponsor.

Suggested Citation

  • Fortunato, John A., 2015. "Sponsorship and the Elaboration Likelihood Model: BMW's 2014 Winter Olympic brand strategy," Journal of Brand Strategy, Henry Stewart Publications, vol. 4(1), pages 83-95, March.
    • Handle: RePEc:aza:jbs000:y:2015:v:4:i:1:p:83-95
    as

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    More about this item

    Keywords

    sponsorship activation; Elaboration Likelihood Model; creative television commercials; Olympics;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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