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Cognitive evaluation : prompts used to measure sponsorship awareness

journal contribution
posted on 2003-01-01, 00:00 authored by J Tripodi, M Hirons, David Bednall, M Sutherland
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.

History

Journal

International journal of market research

Volume

45

Issue

4

Season

Winter

Pagination

435 - 455

Publisher

Market Research Society

Location

London, England

ISSN

1470-7853

Language

eng

Publication classification

C1.1 Refereed article in a scholarly journal

Copyright notice

2003, The Market Research Society

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