Universität zu Köln

Edeling, Alexander ORCID: 0000-0002-1815-6439, Hattula, Stefan and Bornemann, Torsten (2017). Over, out, but present: recalling former sponsorships. Eur. J. Market., 51 (7-8). S. 1286 - 1308. BINGLEY: EMERALD GROUP PUBLISHING LTD. ISSN 1758-7123

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Abstract

Purpose - This study aims at developing and testing a conceptual model that shows the antecedents of the recall of a former sponsorship. Design/methodology/approach - Primary (n = 1,146) and secondary data from German professional soccer build the empirical base for this research. Multilevel logistic regression is used for data analysis. Findings - The results show that retroactive interferences in the form of replacement sponsors for the same object reduce the recall of a former sponsorship, while the mere passage of time does not have a significant main effect. To counteract such forgetting, the empirical analysis shows that sponsor managers can influence recall of a former sponsorship positively after sponsorship termination by switching to a lower-level sponsorship for the same object or by engaging in subsequent sponsorships with other congruent objects in the same context. Research limitations/implications - The focus on one type of sponsorship (sport sponsorship) in one country (Germany) is the main limitation of this research. Practical implications - The findings of this paper should encourage managers to consider the long-term consequences of sponsorship engagements beyond the duration of the sponsorship contract. Managers can influence the recall of a sponsorship not only prior to and during an engagement, but also after the loss of sponsorship rights. Originality/value - Previous research on former sponsorships has mainly focused on the phenomenon of former sponsor recall per se, without considering the determinants of the construct. This paper contributes to sponsorship literature by showing that the number of replacement sponsorships, a construct unique to the former sponsorship context, dominates the time since sponsorship ending as the main driver of forgetting. Moreover, it provides managers with new post-sponsorship strategies that help maintaining the recall of a former sponsorship at a high level.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Edeling, Alexander UNSPECIFIED orcid.org/0000-0002-1815-6439 UNSPECIFIED Hattula, Stefan UNSPECIFIED UNSPECIFIED UNSPECIFIED Bornemann, Torsten UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-245864
DOI:	10.1108/EJM-05-2015-0263
Journal or Publication Title:	Eur. J. Market.
Volume:	51
Number:	7-8
Page Range:	S. 1286 - 1308
Date:	2017
Publisher:	EMERALD GROUP PUBLISHING LTD
Place of Publication:	BINGLEY
ISSN:	1758-7123
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language SHORT-TERM; BRAND; MEMORY; FIT; INTERFERENCE; RELATEDNESS; INFORMATION; INVOLVEMENT; PROMINENCE; REPETITION Multiple languages Business Multiple languages
Refereed:	Yes
URI:	http://kups.ub.uni-koeln.de/id/eprint/24586