Sponsorship Promotion Creativity

What it measures

Measures how novel, interesting, and creative a consumer perceives a sponsorship promotion to be when it is presented in an advertisement. Applicable to event sponsorships, cause sponsorships, and organisational sponsorships. Items are flexible enough to adapt across sponsorship contexts with appropriate instructions.

Representative items

• not at all creative / very creative
• not at all interesting / very interesting
• not at all novel / very novel

Citation

Madrigal, R., & King, J. (2017). Creative analogy as a means of articulating incongruent sponsorships. Journal of Advertising, 46(4), 521–535.