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Quantifying the positive effects of sponsor level, length, prominence and relatedness on recall and residual recall rates over time

McDonald, Heath and Karg, Adam 2015, Quantifying the positive effects of sponsor level, length, prominence and relatedness on recall and residual recall rates over time, Journal of marketing communications, vol. 21, no. 5, pp. 372-391, doi: 10.1080/13527266.2013.778323.

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Title Quantifying the positive effects of sponsor level, length, prominence and relatedness on recall and residual recall rates over time
Author(s) McDonald, Heath
Karg, Adam
Journal name Journal of marketing communications
Volume number 21
Issue number 5
Start page 372
End page 391
Total pages 20
Publisher Taylor & Francis
Place of publication Abingdon, Eng.
Publication date 2015
ISSN 1352-7266
1466-4445
Keyword(s) sponsorship
sport marketing
recall
awareness
Summary This study is the first multi-year examination of the relative influence of the four main variables said to influence sponsorship recall. Sponsor recall data were collected from season ticket holders (STHs) of 10 professional sports teams, over periods ranging from 3 to 5 years per team. Across those teams and over that time, 309 sponsor–team relationships were examined, and sponsor recall data from over 117,000 individual STHs were collected. Sponsorship length and level were shown to have the strongest impact on recall, followed by relatedness and prominence. These variables affected both the recall of current sponsors and the decay rates of residual recall following the end of a sponsorship. The average rates of sponsor recall growth and decline have been derived from these data, giving managers a tool by which to benchmark sport sponsorship recall performance.
Language eng
DOI 10.1080/13527266.2013.778323
Field of Research 150504 Marketing Measurement
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2013, Taylor & Francis
Persistent URL http://hdl.handle.net/10536/DRO/DU:30057971

Document type: Journal Article
Collection: School of Management and Marketing
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Created: Wed, 20 Nov 2013, 16:18:27 EST by Katrina Fleming

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