The Impact of Sponsorship Following on Brand Evaluation-A Test of Mediation

Sponsorship following refers to the late-movers sponsorship that follows the first-movers sponsorship. Findings suggest that: The high primary effect improves the brand evaluation of following brand more than the primacy effect; Compared with the low-recency effect, the high-recency effect improves the following brand t evaluation more significantly; The assimilation effect and contrast effect play intermediary roles in the following brand evaluation which the primary effect and the recency effect affect. This paper enriches the evaluation of sponsorship from the perspective of competition, and expands the area of sponsorship research.