Despite suggestions that sponsorship awareness impacts on brand attitudes and purchase intention, the evidence is principally anecdotal or confined to particular instances in particular product categories. This paper presents the findings of an examination of sponsorship awareness in the context of consumption values, and relates those findings to brand attitudes and product use. Results suggest that while sponsorship awareness can affect consumption values, the aspects of those values which are affected will not necessarily be the same as those which impact on product use or brand attitudes. It is suggested that sponsors need to carefully examine what aspects of particular values they wish to affect, prior to embarking on sponsorship programmes.
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