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|Title:||Emotions and sponsorship marketing. Toward a better understanding of sponsorship persuasion process|
|Citation:||Australia & New Zealand Marketing Academy Conference (ANZMAC), 2008 : Marketing: Shifting the focus from mainstream to offbeat / D. Spanjaard, S. Denize and N. Sharma (eds.): pp.1-8|
|Conference Name:||Australia and New Zealand Marketing Academy Conference (2008 : Sydney, N.S.W)|
|Charles Bal, Alexandre Steyer, Pascale G. Quester and Carolin Plewa|
|Abstract:||A considerable body of knowledge has developed in the area of sponsorship, with many authors focusing on the cognitive levers of its related persuasion process. While cognition is certainly relevant to sponsorship success, we argue the need for research into the role played by consumers' emotional response to properties in determining sponsorship outcomes. In this paper, we conceptualise and explain the mediating role of emotions in sponsorship persuasion, whereby two affective variables (emotional intensity and valence) operate within an emotional process (transfer of affect).|
|Appears in Collections:||Business School publications|
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