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Sponsorship-Linked Marketing: The Role of Articulation in Memory

Author

Listed:
  • T. Bettina Cornwell
  • Michael S. Humphreys
  • Angela M. Maguire
  • Clinton S. Weeks
  • Cassandra L. Tellegen

Abstract

Corporate sponsorship of events contributes significantly to marketing aims, including brand awareness as measured by recall and recognition of sponsor-event pairings. Unfortunately, resultant advantages accrue disproportionately to brands having a natural or congruent fit with the available sponsorship properties. In three cued-recall experiments, the effect of articulation of sponsorship fit on memory for sponsor-event pairings is examined. While congruent sponsors have a natural memory advantage, results demonstrate that memory improvements via articulation are possible for incongruent sponsor-event pairings. These improvements are, however, affected by the presence of competitor brands and the way in which memory is accessed. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • T. Bettina Cornwell & Michael S. Humphreys & Angela M. Maguire & Clinton S. Weeks & Cassandra L. Tellegen, 2006. "Sponsorship-Linked Marketing: The Role of Articulation in Memory," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(3), pages 312-321, November.
    • Handle: RePEc:oup:jconrs:v:33:y:2006:i:3:p:312-321
    DOI: 10.1086/508436
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