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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.
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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⟩



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