An Investigation of Children's Ability to Identify Sponsors and Understand Sponsorship Intentions
Article first published online: 11 OCT 2012
© 2012 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 29, Issue 11, pages 907–917, November 2012
How to Cite
Grohs, R., Wagner, U. and Steiner, R. (2012), An Investigation of Children's Ability to Identify Sponsors and Understand Sponsorship Intentions. Psychol. Mark., 29: 907–917. doi: 10.1002/mar.20573
- Issue published online: 11 OCT 2012
- Article first published online: 11 OCT 2012
Sponsorship has become an important tool for companies that target children with their market offerings. Despite growing firm interest in assessing sponsorship effectiveness and public concern about the effects on children, research to date has not investigated how sponsorship functions for children. This article addresses both issues by examining children's perceptions of sponsors (i.e., ability to identify sponsors in different conditions) and their perceptions of sponsorship (i.e., ability to understand sponsorship intentions). Because prior research on these issues is scarce, the conceptual reasoning relies on findings from advertising literature pertaining to children and sponsorship literature. An empirical study features sponsorships in a theme park for children. The results reveal implications for managers and public policymakers, as well as avenues for further research.