Deakin University
Browse

File(s) under permanent embargo

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

Version 2 2024-06-13, 08:38
Version 1 2023-10-26, 04:22
journal contribution
posted on 2024-06-13, 08:38 authored by H McDonald, A Karg
© 2015, © 2013 Taylor & Francis. 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.

History

Journal

Journal of Marketing Communications

Volume

21

Pagination

372-391

Location

Abingdon, Eng.

ISSN

1352-7266

eISSN

1466-4445

Language

eng

Publication classification

C1 Refereed article in a scholarly journal, C Journal article

Copyright notice

2013, Taylor & Francis

Issue

5

Publisher

Routledge

Usage metrics

    Research Publications

    Categories

    No categories selected

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC