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Effects of F1 Grand Prix Sponsorship by Cigarette Brands on Adolescents' Cognitive and Behavioural Responses

Jean-Charles Chebat (Omer DeSerres Chair of Retailing, HEC-Montréal School of Management, 3000 Côte Sainte-Catherine, Montréal, Quebec, Canada)
François Daoud (c/o HEC-Montréal School of Management, Montréal, Quebec, Canada)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 June 2003

198

Abstract

The strategic importance of sponsorship of sports events by the tobacco industry has been increasing since tobacco firms have been constrained in their advertising activities. The present study will provide further insight to this critical promotion tool for cigarette brands. Specifically, it will focus on the effects of tobacco companies' sponsorship at the Montreal F1 Grand Prix on adolescents' cognitive and behavioral responses, i.e. identification with cigarette brands and brands' personality, and consumption of cigarettes. A questionnaire was administered to a sample of adolescents before and after the Grand Prix. Both sponsoring and non-sponsoring brands benefited from the Grand Prix, since the perceived brand personality and the identification with the brands were enhanced by the event. These findings tend to confirm that such sporting events are efficient ways to increase cigarette consumption and brand identification, especially for older male adolescents who are interested in car races.

Keywords

Citation

Chebat, J.-C. and Daoud, F. (2003), "Effects of F1 Grand Prix Sponsorship by Cigarette Brands on Adolescents' Cognitive and Behavioural Responses", International Journal of Sports Marketing and Sponsorship, Vol. 5 No. 2, pp. 2-13. https://doi.org/10.1108/IJSMS-05-02-2003-B002

Publisher

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Emerald Group Publishing Limited

Copyright © 2003 by Winthrop Publications Limited

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