Impact of a Sponsorship Activity on the Brand Perceptions Within an International Context: the America’s Cup and Louis Vuitton Case.

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Impact of a sponsorship activity on the brand perceptions within an international context: the America’s Cup and Louis Vuitton case.

Stephane Ganassali, University of Savoie,, corresponding author
4, Chemin de Bellevue - BP 80439 - 74944 Annecy-le-Vieux Cedex - France
Francesco Casarin, University Ca’ Foscari of Venezia
Paola Cerchiello, University of Pavia
Gunnar Mau, University of Göttingen
Carmen Rodrigues Santos, University of Leon
Astrid Siebels, University of Hannover

All members of the “International Network on Consumer Behaviour Studies” Impact of a sponsorship activity on the brand perceptions within an international context: the America’s Cup and Louis Vuitton case.

On the basis of an extended review of literature dedicated to experimental studies of sponsorship effects on brand perceptions, this paper introduces a detailed framework of sponsorship persuasion process. Considering the central “transfer” between event and brand perceptions, the model also includes moderating effects (such as congruence) and focuses on specific components of functional, affective and symbolic customer value. In Spring 2007, a Web survey was conducted to evaluate the impact of Louis Vuitton’s sponsorship of America’s Cup. A total sample of 1,400 European respondents was developed thanks to the collaboration of eight Universities in France, Germany, Italy and Spain, working together within the “International Network on Consumer Behaviour Studies”. The model and hypotheses were tested with P.L.S. regression and textual data analysis. Very interesting results come out, demonstrating the importance of affective and symbolic components within the transfer process between the perceptions of the sponsored activity and the brand.

Key words: sponsorship, customer…...

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