See it and believe it? Conceptual model for exploring the recall and recognition of embedded advertisements of sponsors

Abstract

Purpose - The purpose of this paper is to develop a conceptual model for exploring the recall and recognition of embedded advertisements of sponsors. Design/methodology/approach - To verify the proposed conceptual model on a particular sports competition, a questionnaire related to the UEFA Champions League sponsors in the season 2016/2017 was designed. The data were analysed using structural equation modelling. Findings - The results provided support to the claim that higher involvement in a sport and higher exposure to a sponsored event lead to higher recall and recognition of embedded advertisements. Conversely, the same two factors alongside sponsor awareness do not affect the attitude towards sponsors. On the other hand, sponsor awareness and attitude towards sponsors have a direct positive role on the future purchase intention of sponsor products/services. Practical implications - The findings illustrate that to maximise the effectiveness of their embedded advertisements, sponsors should not merely concentrate on brand awareness, but should go beyond and attempt to improve the consumers' positive perception of their products and services. Moreover, by sponsoring a sport event, the sponsors can be sure that their message will be effectively transmitted to the ones who are fans of the sport and the sponsored competition. Originality/value - The present study empirically explores the factors which influence the recall and recognition of embedded advertisements and how the achieved level of sponsorship awareness impacts purchase intentions.