Sponsorship congruence and brand image

Abstract

PurposeExisting research on sponsorship effects shows that the congruence (i.e. fit) between sponsor and sponsored cause is critical for a change in brand image. Congruence between sponsor and sponsored cause is seen as static in nature. From a dynamic perspective it is unclear why congruence should be seen as constant, and why it is critical for sponsorship effects. This paper aims to address this issue.Design/methodology/approachThis paper analyzes effects of sponsorship evaluative congruence on brand image over time using individual difference measures. Individual level data were obtained from two surveys before and after the 2006 FIFA World Cup™, including 268 respondents who participated in both surveys.FindingsFindings show significant positive effects of learning and remembering of a sponsorship stimulus on brand image over time. In contrast to existing literature, positive incongruence of brand image (i.e. sponsor) and event image (i.e. sponsored cause) in the pre‐analysis results in a significant increase of brand image over time. Moreover, a change in event image over time has a positive effect on the change in brand image.Research limitations/implicationsFurther research should replicate this study in different contexts, including event‐ and brand‐related contexts. Future studies should use a more detailed scale to measure brand (event) image, which would allow a more rigorous assessment of image transfer on an attribute level. A replication of the relationship between event image and brand image over time would be especially interesting in a setting, in which event image is negative or a negative Δ event image could be expected.Practical implicationsLinking explanatory variables such as (Δ) event image and Δ brand image over time is important for a reliable assessment of the positive (negative) consequences of sponsorship activities. A sponsorship that might have been positively incongruent in the beginning can turn out to be congruent over time. Hence, the current view that incongruent sponsorships are less promising might be misleading.Originality/valueIn experimental studies, congruence between sponsor and sponsored event is seen as static in nature. From a dynamic perspective, this viewpoint can be challenged. Both sponsor and event image are subject to change over time. Hence, this study determines the impact of event image change over time on brand image.

Consumers' Perceived Functions of and Attitude Toward Corporate Sponsors of Small-scale Amateur Sporting Events

“…However, as small-scale events often attract consumers who are interested in and familiar with the sport, the positive feelings associated with their sporting interests can be transferred to the corporate sponsor of the event when there is a sponsor-event fit. This echoes the concept of image transfer (Woisetschläger & Michaelis, 2012). Therefore, the results of this study imply that sponsor-event fit is a relevant and crucial function of sport sponsorships, regardless of the magnitude of the sporting event.…”

“…This finding is congruent with previous sport sponsorship literature on large-scale sporting events. Understandably, consumers will develop negative feelings and psychological tensions, such as frustration, when they do not perceive the sponsor as appropriate for an event (Woisetschläger & Michaelis, 2012). However, as small-scale events often attract consumers who are interested in and familiar with the sport, the positive feelings associated with their sporting interests can be transferred to the corporate sponsor of the event when there is a sponsor-event fit.…”

How Does It Fit? Exploring the Congruence Between Organizations and Their Corporate Social Responsibility (CSR) Activities

“…Their research showed that a created fit may mitigate the negative effects of a low fit. Likewise, Woisetschläger and Michaelis (2012) argued against the static CSR fit literature, and conducted a study that showed how a low fit may change over time, through learning and remembering processes, into a high fit. Kuo and Rice (2015) distinguished between conceptual and perceptual fit.…”

Determinants of Community-Based Sponsorship Impact on Self-Congruity

“…Future studies could further investigate congruence, for example considering longitudinal effects through learning (Woisetschläger & Michaelis, 2012) or considering the relevance of separating image and perceived functional fit (Bigné, Currás-Pérez, & Joaquín Aldás-Manzano's, 2012) for achieving CSR image transfer. Furthermore, while fit was measured in this study as a unidimensionnal construct (Simmons & Becker-Olson, 2006; or multidimensional (Zdravkovic et al, 2010) approach.…”