Abstract
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.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callSimilar Papers
More From: Recherche et Applications en Marketing (English Edition)
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
