The impact of corporate sponsorship and traditional advertising on perceived brand quality

: the role of generational differences and event sponsorship types

Abstract

This study examines the impact of two different promotional strategies (corporate sponsorship and traditional advertising) on consumers’ perceptions of brand quality, while accounting for generational differences (Gen Z vs. Millennials) and types of event sponsorship (sports vs. cultural events) as moderating variables. A quantitative experimental survey design was employed, with 277 individuals who were randomly assigned to one of three advertising stimuli (traditional advertisement, sports sponsorship, or cultural sponsorship) for a fictional brand. Statistical methods were utilized to assess the data. Findings indicate no significant difference in perceived brand quality between corporate sponsorship and conventional advertising. Nonetheless, both differences in demographics and the nature of the sponsored event significantly affected the impact of sponsorship on perceived brand quality. Cultural sponsorships, along with a combination of sports and cultural sponsorships, proved to be more beneficial than sports sponsorships alone. Moreover, Generation Z and Millennials had divergent responses to various advertising types, underscoring the significance of generational targeting. These findings emphasize the strategic importance of customizing advertising efforts to generational preferences and aligning sponsorship forms with audience values. Although conventional advertising retains its significance, brands aiming to elevate perceived quality, particularly among younger demographics should focus on authentic and suitably aligned sponsorship possibilities.

Date of Award	26 Jun 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Romeiro (Supervisor)