The Effects of Sponsor-sponsee Congruence on Sponsorship Success
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School of Business |
Bachelor's thesis
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Authors
Date
2020
Department
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Mcode
Degree programme
Markkinointi
Language
en
Pages
34
Series
Abstract
The fit, or congruence, between two brands in a sponsorship relationship has been shown to affect the success of a sponsorship. However, prior research has used various ways to define and measure congruence, and the studied outcomes of its effects have also varied. The purpose of this research is to study the different components of congruence in the sponsorship context and analyze the effects of congruence on marketing outcomes. The study is conducted as a literature review Findings: Sponsorship pairings that consumers perceive as congruent, are better at developing the sponsor’s brand image and inducing positive attitudes and behaviors towards the sponsor. The effects of congruence on consumers’ awareness of the sponsorship have conflicting results. Articulation can be used to enhance or create congruence. Congruence can be divided into functional and image congruence, which can help managers identify and create congruent sponsorships.Description
Thesis advisor
Wittkowski, KristinaKeywords
congruence, sponsorship, fit, similarity, incongruence