Examination of Affective Responses to Images in Sponsorship-Linked Marketing
Sponsorship of sports, arts, charity and entertainment events are all viewed as capable in building corporate and brand image. In this process, visual images are a key vehicle in the transportation of affect from an event to a brand. While the overall positive feeling of a sponsored event or activit...
| Main Authors: | , , |
|---|---|
| Format: | Journal Article |
| Published: |
Routledge
2016
|
| Online Access: | http://hdl.handle.net/20.500.11937/51242 |
| _version_ | 1848758649125601280 |
|---|---|
| author | Cornwell, T. Lipp, Ottmar Purkis, H. |
| author_facet | Cornwell, T. Lipp, Ottmar Purkis, H. |
| author_sort | Cornwell, T. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Sponsorship of sports, arts, charity and entertainment events are all viewed as capable in building corporate and brand image. In this process, visual images are a key vehicle in the transportation of affect from an event to a brand. While the overall positive feeling of a sponsored event or activity is argued to rub-off on a brand, we know less about how individual images function in this process and we know even less about the role of negative images. Here, three experiments consider the potential of affect transfer from images to brands. All three experiments show explicit transfer of affect, and one finds implicit evaluative change. Importantly, positive images when mixed with negative are off-setting. This research suggests that when negative events occur and are captured and repeated in the media, practitioners able to supply positive images may be able to control negative affective responses to some degree. |
| first_indexed | 2025-11-14T09:47:20Z |
| format | Journal Article |
| id | curtin-20.500.11937-51242 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T09:47:20Z |
| publishDate | 2016 |
| publisher | Routledge |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-512422019-09-02T07:23:16Z Examination of Affective Responses to Images in Sponsorship-Linked Marketing Cornwell, T. Lipp, Ottmar Purkis, H. Sponsorship of sports, arts, charity and entertainment events are all viewed as capable in building corporate and brand image. In this process, visual images are a key vehicle in the transportation of affect from an event to a brand. While the overall positive feeling of a sponsored event or activity is argued to rub-off on a brand, we know less about how individual images function in this process and we know even less about the role of negative images. Here, three experiments consider the potential of affect transfer from images to brands. All three experiments show explicit transfer of affect, and one finds implicit evaluative change. Importantly, positive images when mixed with negative are off-setting. This research suggests that when negative events occur and are captured and repeated in the media, practitioners able to supply positive images may be able to control negative affective responses to some degree. 2016 Journal Article http://hdl.handle.net/20.500.11937/51242 10.1080/24704067.2016.1240947 Routledge fulltext |
| spellingShingle | Cornwell, T. Lipp, Ottmar Purkis, H. Examination of Affective Responses to Images in Sponsorship-Linked Marketing |
| title | Examination of Affective Responses to Images in Sponsorship-Linked Marketing |
| title_full | Examination of Affective Responses to Images in Sponsorship-Linked Marketing |
| title_fullStr | Examination of Affective Responses to Images in Sponsorship-Linked Marketing |
| title_full_unstemmed | Examination of Affective Responses to Images in Sponsorship-Linked Marketing |
| title_short | Examination of Affective Responses to Images in Sponsorship-Linked Marketing |
| title_sort | examination of affective responses to images in sponsorship-linked marketing |
| url | http://hdl.handle.net/20.500.11937/51242 |