The pivotal roles of product knowledge and corporate social responsibility in event sponsorship effectiveness

The authors apply consumer theories of cognition to event marketing specifically in relation to corporate sponsorships. Upon conducting field surveys with attendees (n = 1636) at an international sporting event with a multinational sponsor, the authors demonstrate the pivotal roles that 1) attendeesʹ knowledge regarding the sponsorʹs product, and 2) perception of the sponsorʹs commitment to corporate social responsibility have on successful event sponsorship. Specifically, structural model results show how attendeesʹ knowledge of the event sponsorʹs products and perceptions of the sponsor as socially responsible enhance attendeesʹ commitment to the sponsor and intentions to purchase the sponsorʹs products. These results provide scholars and managers with means of improving event marketing communications.