Sponsor memorisation: the influence of sponsorship congruence re-examined from an encoding flexibility perspective

Wednesday, 14 May 2014 - Luk Warlop


Most prior studies obtained that a congruent sponsorship leads to higher sponsor awareness. The experiment conducted here shows that a brand is better identified following an incongruent sponsorship. Moreover, when the opportunity to process the sponsorship is low, the competitors of incongruent sponsors are also harder to identify.

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