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.

Response format

7-point semantic differential (not at all / very)

Scale items

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

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Used in Studies 1, 2A, and 2B by Madrigal & King (2017). Alphas: .92, .93, .91. Scale stem directs participants to rate the sponsorship promotion used by a named sponsor in the advertisement. Replace blank with the sponsor name. Items are adaptable but psychometric retesting is recommended if substantial changes are made. Also referred to as 'creativity of the sponsorship alignment' and 'sponsorship creativity' by the authors.

Recommended companion scales

Citation

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

Keywords