Sponsorship and Congruity Theory: A Theoretical Framework For Explaining Consumer Attitude and Recall of Event Sponsorship
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" Bto their company will be viewed more favorably by consumers.
INTRODUCTION
Corporate sponsorship as a promotional acivity has increased remarkably over the past two decades and has been acknowledged as an increasingly important element of the communication strategy used by marketing-driven corporations in order to reach their customers. In 1996 sponsorship expenditure reached $13.5 billion worldwide (Sandler and Shani 1998) and is expected to reach $19 billion in 1999, making sponsorship the fastest growing area of promotion (Taylor 1999; Ukman 1995). Notably, more companies are involved in sponsoring leisure activities such as sports and music, while fewer are involved in the science...