Sports Sponsorship in Brand Advertisement: A Single-factor Between-subjects Experimental Design

Abstract

This study sets out sets out to investigate how the inclusion of sports sponsorship in brand advertisement affects brand attitude. We used a single-factor between-subjects experimental design (sports sponsorship in a brand advertisement: high-congruent vs. low-congruent vs. absent). The findings demonstrated that only a high-congruent sponsorship results in a more positive attitude towards the brand as opposed to the lack of a sports sponsorship in a brand advertisement. Furthermore, it was discovered that there is no distinction in the acquired brand attitudes between a low-congruent and a high-congruent sports sponsorship. In addition, the mediation role of attitude towards the commercial was limited to the favorable attitude towards the brand that results from a congruent sports sponsorship as opposed to the absence of one. The results have significant ramifications for businesses looking to increase brand appeal.