The Pivotal Roles of Product Knowledge and Corporate Social Responsibility in Event Sponsorship Effectiveness
32 Pages Posted: 16 Jan 2012 Last revised: 1 Dec 2014
Date Written: January 16, 2012
The authors employ consumer theories of cognition into the event marketing context. Upon gathering field surveys from attendees (n=1,636) at an international sporting event with a multinational sponsor, the authors demonstrate the pivotal roles that attendees’ knowledge regarding the sponsor’s product and perceived corporate social responsibility play in successful event sponsorship. Specifically, structural model results show how attendees’ knowledge of the event sponsor’s products and perceptions of the sponsor as socially responsible enhance attendees’ commitment to the sponsor and intentions to purchase the sponsor’s products. These results provide scholars and managers with means of improving event marketing communications.
Keywords: cognition, product knowledge, exhibits, event marketing, sponsorship, sport marketing
JEL Classification: M31
Suggested Citation: Suggested Citation