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- Title
Sponsorship and Congruity Theory: A Theoretical Framework for Explaining Consumer Attitude and Recall or Event Sponsorship.
- Authors
Jagre, Emma; Watson, John J.; Watson, John G.
- Abstract
Sponsorship as a marketing communication tool has increased remarkably over the past two decades. Drawing from research in social psychology, a conceptual framework which affords a clearer understanding of the appropriate sponsoring of events when objectives are to improve consumer attitudes and increase recall is developed. The framework suggests that companies sponsoring events that provide a moderately inconsistent "fit" to their company will be viewed more favorably by consumers.
- Publication
Advances in Consumer Research, 2001, Vol 28, Issue 1, p439
- ISSN
0098-9258
- Publication type
Conference Proceeding