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Matthias Limbach,Steffen Schmidt,Klaus-Peter Wiedmann,Sascha Langner,Michael Schiessl 글로벌지식마케팅경영학회 2019 Journal of Global Sport Management Vol.4 No.3
Sports sponsorship is a core element of brand communication and one of the most effective and demanded tools in marketing. In the context of football, jersey sponsorship agreements dramatically increased over the last decade in terms of deal volume. Another current brand communication trend is the brand strategy of placing brands into entertainment media, especially in video games, so called in-game advertising (IGA). Against that background, the current study addresses the short-term effects of IGA on consumer’s implicit and explicit brand knowledge after the sponsor brand has been exposed in a video game. The findings of the laboratory research showed that the IGA exposure of sponsor brands, which was simulated in the current study as a virtual consumer-brand interaction within a playfully football game, was primarily effective to enhance brand-related associations on an implicit level, but not on an explicit level.
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Klaus-Peter Wiedmann,Steffen Schmidt,Sascha Langner,Levke Albertsen,Michael Schiessl,Frank Buckler 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
In both marketing research and business practice, the study of corporate brand heritage has gained growing interest. Although, the field of heritage is rather widely analysed, a closer investigation reveals that there is a lack of research that covers the deeply embedded associations toward a company or brand with a heritage, and their effects on the overall brand performance from a customer’s perspective. That said, previous quantitative studies regarding corporate brand heritage fall back on traditional and basic explicit self-reporting scales. However, an increasing number of neuroeconomic studies indicate that customers are not fully aware of their thoughts and opinions. In fact, most mental processes are of so-called implicit nature, taking place hidden in the unconscious and automatic mind. Yet, established models of corporate brand heritage are missing implicit processes completely. Against this backdrop, the aim of the current paper is to fill this research gap. For that reason, a holistic framework of dual information processing is derived with reference to corporate brand heritage. Furthermore, related explicit and implicit measures are developed and applied to capture the dual facets of corporate brand heritage. The empirical results provide evidence that both heritage facets, explicit corporate brand heritage, but in particular implicit corporate brand heritage have a crucial impact on the degree of attachment toward the corporate brand.
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