How to make sponsorship activations memorable: the power of meaningfulness

Purpose Building on memory-dominant logic, this study proposes a theoretical model explaining the antecedents and consequences of memorable activation experience. Design/methodology/approach Through a qualitative research methodology – a narrative review, an analysis of current activation trends, eight interviews and content validity evaluation by five experts – this study hypothesized that six antecedents (positive emotions, novelty, meaningfulness, involvement, experience intensification and serendipity) positively influence memorable activation experience, which in turn significantly affects two managerial outcomes: positive word-of-mouth and sponsor recall. To evaluate the proposed hypotheses, this study analyzed data collected from consumers who participated in a sponsorship activation by Lafleur (n = 215) and Salon de jeux de Québec (n = 306) using partial least squares structural equation modeling (PLS-SEM). Findings The results indicate that all antecedents, except for novelty, have a significant impact on memorable activation experience, which positively impacts positive word-of-mouth and sponsor recall. Originality/value By extending the scope of memorable experience to the sponsorship field, this study enhances its conceptualization and application. It also contributes to a better understanding of designing activations to increase the likelihood of memorability, thus improving their effectiveness.