The effects of socio sponsorships in different levels of reputation: the role of communication channel
Year: 2011
Type: dissertation
Abstract: By en engaging in socio sponsorships, companies can not only generate favorable consumer\nattitudes and enhance purchase intention, but in a long term perspective, they can build\ncompany image and strong stakeholder relationships. However, consumers’ low awareness of\nand critical attributions towards the sponsorship activity still remain impediment in\ncompanies’ attempt to benefit from the sponsorship, emphasizing a need for companies to\ncommunicate sponsorship more effectively to consumers. In order to fill a gap in sponsorship\nliterature, this thesis examines how the choice of message channel might enhance trust and\npurchase intentions for low and high reputation sponsors in socio sponsorship, and whether\nthe effects are mediated by persuasion knowledge, sincerity and fit.\nThe findings indicated that low reputation companies are better off communicating with\nadvertisement, whilst high reputation companies proved to create more favorable consumer\noutcomes with PR. Socio sponsors want to balance commercial and altruistic motives because\nthe support of a good cause might trigger skepticism make extrinsic motives more salient. As\nlow reputation companies are perceived as less sincere, communication through third party\nsources might create a contrast effect that increases suspicion and perception of dishonest\nintentions. As such, low reputation companies are better off communicating through\nadvertisement that is more transparent and direct in its form. Sponsors with a high brand\nreputation, however, will generate higher consumer outcomes by using third party\ncommunication. Consequently, sponsors ought to communicate through PR, historically\nknown for generating sponsor trust and credibility (e.g. Ries & Ries; Yoon et al 2006).\nMoreover the study showed that a high reputation will have a positive effect on consumer’s\nperception of sponsorship congruency. The findings are similar to what Roy & Cornwell\n(2004) found in their study on event sponsorships.
Author: Marita Hagen
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2473416096