Workshop Series: François Carrillat
The present research proposes that, in concurrent sponsorships (i.e., brands simultaneously sponsoring the same event), categorization is a necessary but not sufficient condition of image transfer effects among the sponsoring brands. It is through the stereotyping of the sponsoring brands that image transfer takes place. In two experiments brands in a concurrent sponsorship that are categorized together exhibit image transfer only if they are stereotypically processed. Further testing demonstrates the instrumentality of stereotyping. Image transfer is exacerbated for individuals with stronger stereotyping tendencies whereas it is suppressed when brand processing follows, rather than precedes, stereotype abstraction. Implications for sponsorship research and practice are discussed as well as limitations and further research avenues.
François A. Carrillat is Associate Professor of Marketing at HEC Montréal, Québec, Canada and is currently a Visiting Research Scholar at the University of Adelaide. He conducts research mainly in the consumer behavior area and specializes in sponsorships and celebrity endorsement issues. These include the questions of concurrent sponsorships, motive attribution to sponsors, scandals in celebrity endorsement, ambush marketing, and the sponsorship/advertising interface (sponsorship activation/leveraging strategies). He also works on several other topics such as decision making in an overchoice context, movie marketing, and consumer cognitive complexity. His work has appeared in the Journal of Advertising, International Journal of Research in Marketing, the Journal of Advertising Research, the European Journal of Marketing, and Marketing Letters among others. He also serves on the editorial boards of several journals and is an active reviewer having received best reviewer awards from 3 different journals. In addition, he has supervised more than 20 research students. He received his Ph.D. in Business Administration from the University of South Florida.