Emotion and Sponsorship: Case of Television Sponsorship

Sponsorship is a mode of communication that has led to the emergence of agrowing body of literature. Most studies on sponsorship focused on the latter’seffectiveness yet were limited to the study of the influence of individual andsituational variables. It was only recently that research on sponsorship haddeveloped an interest in emotions. Some authors have addressed this issue froman empirical standpoint. The present article attempts to examine the impact ofemotional reactions to a sponsored program on consumer behavior in terms ofthe attitude towards the brand and the purchase intention. The empirical studyfocused on the case of television sponsorship and specifically on sportsprograms in Tunisia. A survey was conducted on a sample of 200 individuals.The results show the positive effect of emotions on attitude towards the brandand the purchase intention.

Keywords:

Attitude , intention , emotion , sponsorship