Skip to Main content Skip to Navigation
Conference papers

Sponsoring et endossement : vers une meilleure compréhension des deux stratégies

Abstract : Sponsorship and celebrity endorsement are two communication strategies widely used by the advertisers to draw the attention of the consumers and to gain their adhesion to the brand. Despite the growing number of researches treating the two strategies, celebrity endorsement is often assimilated to sponsoring and finds difficulties to be considered as a communication strategy. The objective of this article is to dissipate the confusion between sponsorship and endorsement and to show that each strategy has its own theoretical, conceptual and managerial bases. Sponsorship and endorsement are compared in terms of influence mechanisms, influence methods and influence spectrum.
Document type :
Conference papers
Complete list of metadata

Cited literature [20 references]  Display  Hide  Download

https://hal-upec-upem.archives-ouvertes.fr/hal-01128162
Contributor : Leyla Jaoued Abassi Connect in order to contact the contributor
Submitted on : Monday, March 9, 2015 - 3:50:52 PM
Last modification on : Tuesday, October 19, 2021 - 4:08:19 PM
Long-term archiving on: : Wednesday, June 10, 2015 - 2:35:31 PM

File

Communication abbassi-Jaoued.p...
Files produced by the author(s)

Identifiers

  • HAL Id : hal-01128162, version 1

Collections

`

Citation

Leyla Jaoued-Abassi, Wyssal Abassi. Sponsoring et endossement : vers une meilleure compréhension des deux stratégies. Congrès international sur les tendances du marketing, Jan 2008, Venise, Italie. ⟨hal-01128162⟩

Share

Metrics

Record views

797

Files downloads

2297