Over, out, but present: recalling former sponsorships

Abstract

Purpose

This study aims at developing and testing a conceptual model that shows the antecedents of the recall of a former sponsorship.

Design/methodology/approach

Primary (n = 1,146) and secondary data from German professional soccer build the empirical base for this research. Multilevel logistic regression is used for data analysis.

Findings

The results show that retroactive interferences in the form of replacement sponsors for the same object reduce the recall of a former sponsorship, while the mere passage of time does not have a significant main effect. To counteract such forgetting, the empirical analysis shows that sponsor managers can influence recall of a former sponsorship positively after sponsorship termination by switching to a lower-level sponsorship for the same object or by engaging in subsequent sponsorships with other congruent objects in the same context.

Research limitations/implications

The focus on one type of sponsorship (sport sponsorship) in one country (Germany) is the main limitation of this research.

Practical implications

The findings of this paper should encourage managers to consider the long-term consequences of sponsorship engagements beyond the duration of the sponsorship contract. Managers can influence the recall of a sponsorship not only prior to and during an engagement, but also after the loss of sponsorship rights.

Originality/value

Previous research on former sponsorships has mainly focused on the phenomenon of former sponsor recall per se, without considering the determinants of the construct. This paper contributes to sponsorship literature by showing that the number of replacement sponsorships, a construct unique to the former sponsorship context, dominates the time since sponsorship ending as the main driver of forgetting. Moreover, it provides managers with new post-sponsorship strategies that help maintaining the recall of a former sponsorship at a high level.

Citation

Edeling, A., Hattula, S. and Bornemann, T. (2017), "Over, out, but present: recalling former sponsorships", European Journal of Marketing, Vol. 51 No. 7/8, pp. 1286-1307. https://doi.org/10.1108/EJM-05-2015-0263