ABSTRACT
A model of how sponsoring works to communicate about a brand or organization is presented. The centerpiece provides explanation of how the “mechanics” of information processing result in outcomes of interest such as liking or purchase. As well, this model of consumer-focused sponsorship-linked marketing communication considers individual and group factors (do core fans and casual fans differ?), market factors and managerial factors. There are many mechanics such as mere exposure, or reciprocity, that are valuable to different sponsors depending on their product and the relationship they have with the property. A new model of sponsorship engagement based on brand and relationship authenticity is also presented. This model focuses on engagement through authentic links as supporting outcomes such as loyalty, attachment and even brand love.
