Measuring the influence of emotions on attitude toward sponsors

Abstract

Sponsorship often relies on consumers’ affective response to the property. As a result, sponsors are paying increasing attention to this emotional potential. Although the role of emotions has been discussed in the sponsorship literature, empirical research is still lacking about their impact – especially, their valence and intensity – on sponsorship effectiveness. This study addresses this gap by proposing a causal model, incorporating affective variables (emotional intensity and valence) within an emotional process (transfer of affect). Data from a pilot study (n=143), undertaken during the Australian Open 2008, confirm the centrality of emotions in the sponsorship persuasion process, for two of the four studied brands.