Using evaluative conditioning to explain corporate co-branding in the context of sport sponsorship

This paper investigates the mechanism under which attitude formation takes place in corporate co-branding in the context of sport sponsorship.

Using evaluative conditioning to explain corporate co-branding in the context of sport sponsorship

Rodoula H. Tsiotsou

University of Macedonia, Greece

Kostas Alexandris

Aristotle University of Thessaloniki, Greece

T. Bettina Cornwell

University of Oregon, USA

Introduction

According to IEG’s industry review and forecast (2012), global spending in sponsorship grew by 5.1% in 2011 and reached $48.6 billion, despite the negative economic environment. For 2012, it was predicted that worldwide spending would still be increasing by 4.9%, reaching $51 billion. These increased investments in sponsorship relate to its effectiveness as a marketing communication tool. Increasing brand awareness, establishing or changing brand image, and building...

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