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

See all articles by Russell Lacey

Russell Lacey

Xavier University

Angeline Close Scheinbaum

University of Texas at Austin

R. Zachary Finney

affiliation not provided to SSRN

Date Written: January 16, 2012

Abstract

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

Lacey, Russell and Scheinbaum, Angeline Close and Finney, R. Zachary, The Pivotal Roles of Product Knowledge and Corporate Social Responsibility in Event Sponsorship Effectiveness (January 16, 2012). Journal of Business Research, Vol. 63, No. 11, 2010. Available at SSRN: https://ssrn.com/abstract=1985859 or http://dx.doi.org/10.2139/ssrn.1985859

Russell Lacey

Xavier University ( email )

Cincinnati, OH 45207
United States

Angeline Close Scheinbaum (Contact Author)

University of Texas at Austin ( email )

2317 Speedway
Austin, TX 78712
United States

HOME PAGE: http://angelineclose.com

R. Zachary Finney

affiliation not provided to SSRN ( email )

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