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Cognitive evaluation : prompts used to measure sponsorship awareness

Tripodi, John A., Hirons, Martin, Bednall, David and Sutherland, Max 2003, Cognitive evaluation : prompts used to measure sponsorship awareness, International journal of market research, vol. 45, no. 4, Winter, pp. 435-455.

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Title Cognitive evaluation : prompts used to measure sponsorship awareness
Author(s) Tripodi, John A.
Hirons, Martin
Bednall, David
Sutherland, Max
Journal name International journal of market research
Volume number 45
Issue number 4
Season Winter
Start page 435
End page 455
Publisher Market Research Society
Place of publication London, England
Publication date 2003
ISSN 1470-7853
Summary Marketing managers have the same accountability for their spending on sponsorship as they do for their general advertising spend. Since the direct impact on customer loyalty and profit is so hard to measure, surrogate measures such as recall are often used. Key issues with recall measures are the nature and type of prompting given. This paper reports the results of an experiment on three different ways of measuring sponsorship recall based on brand, category and event prompts. Differences between the prompts are shown with some facilitating and another inhibiting recall. The results are discussed within the framework of spreading activation theory which has the potential to explain and predict recall.
Language eng
Field of Research 150504 Marketing Measurement
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2003, The Market Research Society
Persistent URL http://hdl.handle.net/10536/DRO/DU:30028580

Document type: Journal Article
Collection: School of Management and Marketing
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