Abstract
AbstractThe relevance of sport sponsorship as a vehicle for implementing marketing communication strategies has grown at an increasing rate. However, the evaluation of sponsorship activities still lacks a substantial understanding of how brand stimuli are processed in a sport media context. Therefore, this article is intended to contribute to the understanding of sponsorship effectiveness. In a quasi‐experimental lab study, five drivers of sponsor identification were assessed. These drivers were classified by the level of sponsor logo exposure on TV and the proximity between brand and consumer. While previous research assessed the level of sponsor logo exposure by counting seconds of clear visibility on screen, this research also examines the effects of on‐screen size and competitors on screen. The results suggest that the size and exclusiveness of sponsor logo exposure are key drivers in generating sponsor identification. © 2011 Wiley Periodicals, Inc.
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