{"title":"How to make sponsorship activations memorable: the power of meaningfulness","authors":"Pascale Marceau","doi":"10.1108/ijsms-09-2024-0235","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>Building on memory-dominant logic, this study proposes a theoretical model explaining the antecedents and consequences of memorable activation experience.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>Through a qualitative research methodology – a narrative review, an analysis of current activation trends, eight interviews and content validity evaluation by five experts – this study hypothesized that six antecedents (positive emotions, novelty, meaningfulness, involvement, experience intensification and serendipity) positively influence memorable activation experience, which in turn significantly affects two managerial outcomes: positive word-of-mouth and sponsor recall. To evaluate the proposed hypotheses, this study analyzed data collected from consumers who participated in a sponsorship activation by Lafleur (<em>n</em> = 215) and Salon de jeux de Québec (<em>n</em> = 306) using partial least squares structural equation modeling (PLS-SEM).</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>The results indicate that all antecedents, except for novelty, have a significant impact on memorable activation experience, which positively impacts positive word-of-mouth and sponsor recall.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>By extending the scope of memorable experience to the sponsorship field, this study enhances its conceptualization and application. It also contributes to a better understanding of designing activations to increase the likelihood of memorability, thus improving their effectiveness.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"66 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2025-03-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Sports Marketing and Sponsorship","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/ijsms-09-2024-0235","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
Purpose
Building on memory-dominant logic, this study proposes a theoretical model explaining the antecedents and consequences of memorable activation experience.
Design/methodology/approach
Through a qualitative research methodology – a narrative review, an analysis of current activation trends, eight interviews and content validity evaluation by five experts – this study hypothesized that six antecedents (positive emotions, novelty, meaningfulness, involvement, experience intensification and serendipity) positively influence memorable activation experience, which in turn significantly affects two managerial outcomes: positive word-of-mouth and sponsor recall. To evaluate the proposed hypotheses, this study analyzed data collected from consumers who participated in a sponsorship activation by Lafleur (n = 215) and Salon de jeux de Québec (n = 306) using partial least squares structural equation modeling (PLS-SEM).
Findings
The results indicate that all antecedents, except for novelty, have a significant impact on memorable activation experience, which positively impacts positive word-of-mouth and sponsor recall.
Originality/value
By extending the scope of memorable experience to the sponsorship field, this study enhances its conceptualization and application. It also contributes to a better understanding of designing activations to increase the likelihood of memorability, thus improving their effectiveness.